Optus

Nicole Smart, Associate Director
Parag Panjwani, Director, Advertising
Corin Dimopoulos, Head of TV
Adam Donnelley, Chief Strategy Officer

The Works *Lead Agency

Mitesh Solanki, Planning Director
Mike Richardson, Creative Project Manager
Kevin Macmillan, Creative Partner
Eric Franken, Creative
Marijke Spain, Creative
Paul Swann, Creative Lead
Guy Patrick, Creative Lead
Kristie Thistlethwaite, Creative Project Leader

Um

Emotive

We Are Social

In the competitive telco market, Network brings home the gold. But, Optus didn’t have their eye on the Network prize and Telstra were leagues ahead when it came to Network perception. This is the story of how Optus did the ultimate pivot. They went from focussing on price-led communications to investing in network-focused advertising. Through a strategy of relentless improvement, we developed a game plan to drive long-term growth, which harnessed the determination and charm of Usain Bolt to reposition Optus as a World-Class Network.