Telstra's Belong reappoints OMD to media account, Howatson + White lands creative

News Plus 18 Jun 2021 - 2 min read

Telstra's Belong reappoints OMD to media account, Howatson + White lands creative

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Low-cost mobile and internet provider Belong has reappointed OMD to its $30m media account. The Telstra-owned subsidiary has also appointed Howatson + White to handle strategy, planning, creative and CRM. Former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation.

What you need to know:

Belong has reappointed OMD to its $30m media account, managing media buying, implementation, planning and digital.
The Telstra-owned budget telco has also appointed Howatson + White to strategy, creative and CRM duties.
Creative agency Clemenger maintains a relationship with the brand, managing PR and retail.

Telstra's low-cost internet and mobile brand, Belong, has reappointed OMD to its $30 million media account.

Newly formed indie agency Howatson + White has picked up the creative account and will also be responsible for strategy, planning, creative and CRM.

It is understood that creative and media strategy now sits within Howatson + White, while OMD will continue to look after buying, implementation, media planning and digital. OMD also handles the Telstra master media account.

Creative agency, Clemenger, will continue to work with the brand, looking after PR and retail duties. Deloitte Digital had also previously handled creative projects for the brand.

"Following a change in leadership at Belong, the challenger brand has recently reviewed its agency roster and can confirm an ongoing relationship with OMD (Media) and Clemenger (PR and Retail Activation). In addition to this Belong will shortly be onboarding Howatson & White as a new partner looking after strategy, planning, creative and CRM," a spokesperson for Belong told Mi3.

Those close to the pitch indicated at the time that data, tech and customer experience capabilities were major focus points.

The move likely mirrors Telstra's wider T22 strategic overhaul, which has a split focus on driving efficiencies through the business but also streamlining its customer databases and product offerings.

While mainly known for its budget internet business, Belong also entered the mobile phone market in 2018.

The sector has seen several entrants ramp up their marketing investment over the course of the last 12 months, including Amaysim and Felix Mobile, the first venture since the TPG/Vodafone merger (with This is Flow appointed to media duties).