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
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] 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] 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] 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".
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]
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] 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]
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]
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] 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] Optus accounted for most of those unfair-sales complaints, as Prompt the Market reported in October.
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
- Optus Enterprise and Business LinkedIn showcase page
- Optus enterprise landing page, Here for every next
- Optus Trusted Call product page
- Optus IAG customer story, partnership powers resilience
- Optus BOQ Group customer story
- Roy Morgan Risk Monitor, June 2026 quarterly update
- ACMA telco complaints report, October 2026
- TIO, rise in unfair sales practice complaints
- Campaign Brief, Optus launches new enterprise brand platform via Apparent
- Mumbrella, Optus unveils new enterprise brand platform
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.
