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Born Free – Will Optus let its animals go? Featured

The Optus menagerie may soon be disbanded. The cute animals, caged by Optus for more than a decade, are on the verge of being set free.

Advertising trade magazine B&T reports that Optus is about to announce a major rebranding exercise, which may will mean that its animal branding will go.

Optus has recently announced a major restructuring of Optus Business, and is moving towards direct sales of its retail products. B&T speculates that the new branding will mean the end of the Optus Zoo.

It’s believed Optus will launch a new brand positioning and brand identity redesign within the next few weeks. The new design, expected to be spearheaded by M&C Saatchi, will extend across the complete corporate and consumer organisation, including logo, retail stores, digital and advertising.

The fate of Optus’ love affair with animals in its advertising remains in doubt ahead of the rebrand announcement. “We have restructured our business to improve brand and direct customer communication through a dedicated brand and marketing communications group," an Optus spokesperson tod B&T.

"As part of this, we have already announced a major refresh of our branded Optus ‘yes’ retail stores."

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Graeme Philipson

Graeme Philipson is senior associate editor at iTWire and editor of sister publication CommsWire. He is also founder and Research Director of Connection Research, a market research and analysis firm specialising in the convergence of sustainable, digital and environmental technologies. He has been in the high tech industry for more than 30 years, most of that time as a market researcher, analyst and journalist. He was founding editor of MIS magazine, and is a former editor of Computerworld Australia. He was a research director for Gartner Asia Pacific and research manager for the Yankee Group Australia. He was a long time IT columnist in The Age and The Sydney Morning Herald, and is a recipient of the Kester Award for lifetime achievement in IT journalism.

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