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# Optus pitches enterprise trust as Australia's most distrusted brand
- URL: https://www.promptthemarket.com/optus-pitches-enterprise-trust-as-australia-s-most-distrusted-brand/
- Published: 2026-11-09T02:00:00.000Z
- Updated: 2026-11-09T02:00:00.000Z
- Description: Apparent's 'Here for every next' campaign leans on customer proof, including an 80 per cent faster incident fix at BOQ Group and Starlink kits sent to IAG assessors within days, with media through Accenture Song across out-of-home, LinkedIn and print.
- Author: Editor News
- Tags: Brands, Australia, Optus, #author-james-dore

![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg)

By **James Dore** · 2026-11-09

TLDR

Optus launched a B2B brand platform, 'Here for every next', via agency Apparent on 9 November 2026, targeting enterprise and mid-market buyers across out-of-home, digital, LinkedIn, print and owned channels. The campaign leans on customer stories from IAG and BOQ Group rather than product specs. Roy Morgan ranked Optus Australia's most distrusted brand for a second consecutive quarter as of June 2026, making the trust pitch its highest-stakes commercial bet.

KEY TAKEAWAYS

01Optus held Australia's most distrusted brand position for a second straight quarter, per Roy Morgan's June 2026 risk monitor.

02BOQ Group cut incident resolution time by 80 per cent after Optus modernised its 150-plus sites in roughly 12 months.

03ACMA's October update recorded 66 Optus complaints per 10,000 services in the latest quarter, against 25 for Telstra.

04Sector-wide unconscionable-conduct complaints at the Telecommunications Industry Ombudsman rose to 553 in 2025-26, up from 217 the year before.

05Media planning for the campaign sits with Accenture Song; Apparent joined the Optus roster in 2025 alongside Droga5.

## What launched and who made it

Optus Enterprise and Business launched 'Here for every next' on 9 November 2026, a B2B brand platform built by agency Apparent and distributed across out-of-home, digital, LinkedIn, print and owned channels.[\[1\]](https://au.linkedin.com/showcase/optusenterpriseandbusiness/?ref=promptthemarket.com) Media planning sits with Accenture Song, which joined the roster in an agency overhaul that also added Droga5 and Apparent in 2025.

The creative runs flat teal-and-white, with workers from across sectors against a plain backdrop, and the TVC shows Optus work from cybersecurity support for banks to claims processing for insurers.[\[10\]](https://mumbrella.com.au/optus-unveils-new-enterprise-brand-platform-here-for-every-next-with-apparent-943881?ref=promptthemarket.com) Lauren Dawber, Optus executive general manager of marketing, said: "Every business has a different vision for what's next. Whether that's expanding, innovating, improving customer experiences or responding to unexpected challenges, our role is to help turn those ambitions into reality."[\[9\]](https://campaignbrief.com/optus-launches-new-enterprise-brand-platform-here-for-every-next-via-apparent/?ref=promptthemarket.com) Hamish Stewart, Apparent's chief creative and experience officer, said the agency had "been struck by how close the Optus team is to their partners, with a genuine commitment to be there for the long term".

The Optus Enterprise ‘Here for every next’ campaign film. Video: Apparent (Vimeo)

## Customer proof points do the heavy lifting

Optus's published customer stories carry the proof points. BOQ Group moved from a fragmented, multi-vendor network to a single Optus partnership, with more than 150 sites modernised in roughly 12 months and incident resolution 80 per cent faster, according to a case study Optus published on 21 September.[\[5\]](https://www.optus.com.au/enterprise/customerstories/networking-customer-stories/boq-group-x-optus-a-simpler-stronger-and-future-ready-bank-for-its-customers?trk=test&ref=promptthemarket.com)

IAG's executive manager of property claims fulfilment, Scott Lindsay, said Optus supplied Starlink units and satellite phones within days during outages so assessors could keep working.[\[4\]](https://www.optus.com.au/enterprise/accelerate/communications/how-partnership-powers-resilience-behind-iags-digital-transformation?ref=promptthemarket.com) The Trusted Call product rounds out the financial-services angle, letting banks verify calls covering account alerts, loan approvals, fraud prevention and payment reminders.[\[3\]](https://www.optus.com.au/enterprise/voice-collaboration/voice-services/trusted-call?ref=promptthemarket.com)

## The trust deficit enterprise buyers will price in

Roy Morgan's June 2026 risk monitor named Optus Australia's most distrusted brand for a second consecutive quarter, ahead of Facebook/Meta and Temu.[\[6\]](https://www.roymorgan.com/findings/10327-risk-monitor-quartely-update-june-2026?ref=promptthemarket.com)

The Australian Communications and Media Authority's (ACMA) October update put Optus at 66 complaints per 10,000 services in the most recent quarter, against 25 for Telstra.[\[7\]](https://www.acma.gov.au/articles/2026-10/telco-complaints-down-ombudsman-referrals-still-too-high?ref=promptthemarket.com) The Telecommunications Industry Ombudsman (TIO) separately recorded 553 complaints about unconscionable conduct and unfair sales practices across the sector in 2025-26, up from 217 the year before.[\[8\]](https://www.tio.com.au/news/what-s-behind-the-rise-in-complaints-about-unfair-sales-practices?ref=promptthemarket.com) Optus accounted for most of those unfair-sales complaints, as [Prompt the Market reported in October](https://www.promptthemarket.com/optus-draws-70-of-telco-unfair-sales-complaints-in-155-surge/).

Brand platforms do not change ACMA complaint rates or TIO filings. What they can do is give existing customers a language for why they stayed, and give prospective buyers a reason to request a proof-of-concept rather than walk away.

SOURCES & CITATIONS

1. [Optus Enterprise and Business LinkedIn showcase page](https://au.linkedin.com/showcase/optusenterpriseandbusiness/?ref=promptthemarket.com)
2. [Optus enterprise landing page, Here for every next](https://www.optus.com.au/enterprise/here-for-every-next?ref=promptthemarket.com)
3. [Optus Trusted Call product page](https://www.optus.com.au/enterprise/voice-collaboration/voice-services/trusted-call?ref=promptthemarket.com)
4. [Optus IAG customer story, partnership powers resilience](https://www.optus.com.au/enterprise/accelerate/communications/how-partnership-powers-resilience-behind-iags-digital-transformation?ref=promptthemarket.com)
5. [Optus BOQ Group customer story](https://www.optus.com.au/enterprise/customerstories/networking-customer-stories/boq-group-x-optus-a-simpler-stronger-and-future-ready-bank-for-its-customers?trk=test&ref=promptthemarket.com)
6. [Roy Morgan Risk Monitor, June 2026 quarterly update](https://www.roymorgan.com/findings/10327-risk-monitor-quartely-update-june-2026?ref=promptthemarket.com)
7. [ACMA telco complaints report, October 2026](https://www.acma.gov.au/articles/2026-10/telco-complaints-down-ombudsman-referrals-still-too-high?ref=promptthemarket.com)
8. [TIO, rise in unfair sales practice complaints](https://www.tio.com.au/news/what-s-behind-the-rise-in-complaints-about-unfair-sales-practices?ref=promptthemarket.com)
9. [Campaign Brief, Optus launches new enterprise brand platform via Apparent](https://campaignbrief.com/optus-launches-new-enterprise-brand-platform-here-for-every-next-via-apparent/?ref=promptthemarket.com)
10. [Mumbrella, Optus unveils new enterprise brand platform](https://mumbrella.com.au/optus-unveils-new-enterprise-brand-platform-here-for-every-next-with-apparent-943881?ref=promptthemarket.com)

![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg)

[James Dore](https://www.promptthemarket.com/james-dore/)

James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.