AI innovator BRX selected in Optus’ new agency roster to drive marketing strategy
Optus has announced the outcome of its creative, media and production agency review which reflects a strategic shift toward a simplified agency model.
Following an extensive pitch process, it has chosen BRX as its production partner under an expanded scope. Accenture Song Media and Droga5 have been appointed as the new media and creative agencies for Optus. Apparent has been appointed as specialist B2B creative partner.
In a move designed to streamline processes and respond more effectively to market demands, Optus will move from two production agencies into a single, unified partner in BRX.
“As the way people live, work and connect evolves, we’ve chosen partners who truly understand our industry and bring future-fit capabilities we need to stay ahead — especially in AI, automation, and data-led storytelling,” said Cam Luby, Head of Marketing at Optus.
“BRX has been the backbone of our digital advertising—powering rich, creative, and high-performing marketing with speed and efficiency. Enabled by Automation and AI, their tools help us scale and test rapidly. We’re excited to expand on this partnership,” Luby added.
“With the right blend of creativity and technology across our new agency panel, we’re excited about the opportunities ahead. This new lineup brings together unmatched firepower to help us drive more integrated, effective, and future-ready marketing.”
BRX was founded in 2022 by Bridget Cleary, Marty Hungerford and Ted Horton. BRX was created to redefine the agency model, with a focus on highly effective, data-driven creative powered by AI and automation as production tools. This win for BRX follows recent appointments by Australia Post and Hostplus, alongside continued partnerships with Youi, Medibank and AGL.
Bridget Cleary, Co-Founder and Chief Executive Officer at BRX, said the company is energised by the opportunity to accelerate Optus’ marketing ambitions through data-led, tech-enabled and creatively-impactful production.
“We have enjoyed a brilliant partnership with Optus for more than nine years, first as Big Red, and in the last two years, as BRX. Optus has embraced the enhanced capabilities of BRX, working with us to make Optus a world leader in the adoption of marketing automation and AI at scale,” Cleary stated.
“Our teams have a happy, high-performing relationship and we’re thrilled to take that to the next level. We’re also excited to work with the Droga5/Accenture song as part of the village. We love working with them on Australia Post and look forward to extending that to Optus.”
BRX’s competitive edge stems from BrandOSX™, a proprietary Brand Operating System aimed at helping marketers accelerate growth at scale.
“BrandOSX™ builds stronger, ownable brand platforms using proven brand assets and powers them with a system that helps marketers work smarter and move faster,” said Cleary. “Marketers can ‘plug and play’ any of the products and services within BrandOSX™ or use the full system to power their success.”
“We’re incredibly proud that BRX has been appointed to the new Optus Agency Village, delivering end-to-end creative services and serving as the sole production partner to Optus. This marks a significant milestone in what has already been a powerful and productive collaboration,” added Marty Hungerford, Chief Innovation Officer, and Co-Founder of BRX.
“Our partnership with Optus has always been rooted in highly effective creativity, innovation, agility and a relentless pursuit of quality at scale. BrandOSX™ supercharges our ability to deliver on those key pillars.”
Under the expanded scope, BRX will handle not only digital services, including social, display, customer communications and owned channels, but also creative across retail stores and all mid-to-lower funnel communications. This includes ideation for preference campaigns.
“This evolution reflects the trust Optus places in BRX to deliver strategic, creative and end-to-end production solutions that are not only more effective and efficient, but are also deeply integrated with their next-generation marketing ambitions,” explained Hungerford.
“This is an exciting step for Optus as we look to accelerate our ability to execute with impact, yet efficiently and with a simplified approach,” said Felicity Ross, Chief Corporate Affairs & Marketing Officer at Optus. Congratulations to our new agency partners and the Optus team who have driven an extremely professional selection process with deep consideration of our ambition, and respect for the expertise of all involved.”
To ensure a smooth transition, all newly appointed agencies will assume responsibilities from the end of August.
