EXCLUSIVE: Whispers that BWM is on the Optus creative shortlist are becoming increasingly stronger, as the agency appoints a creative director for its Melbourne office.
Optus is already whittling down the media shortlist for its $73 million account, and is believed to be talking with incumbent MPG, PHD, MEC and Starcom. However, the industry has been scrambling to find out who is on the creative shortlist apart from incumbent M&C Saatchi. Speculation has been increasing that one of the main contenders is BWM.
The agency has denied any involvement with the pitch, with BWM chief executive Paul Williams telling AdNews: "We are not on the pitch, and that's the truth."
But AdNews hears otherwise.
The move makes perfect sense for BWM, which was removed from the Telstra roster recently, and would be looking for a telecommunications client to fill the void.
The ironic twist is that if BWM wins the Optus account, the industry will see history repeating itself, but in reverse. In 2003, George Patterson Bates - now George Patterson Y&R - walked away from the Optus account to take on Telstra.
In other BWM news, the agency has appointed its creative director of digital innovation Shaun Branaghan as Melbourne creative director. The move comes as Rocky Ranallo, previously creative director across Sydney and Melbourne, places more focus on the Sydney office.
BWM executive creative director Rob Belgiovane said: "Shaun has a fantastic ability to think creatively across all media, from traditional TV to breakthrough digital."
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