For the first time, the Optus brand has reached the universal level of spontaneous recall in the Australian marketplace.

Optus's Director of Corporate Marketing Stephen Cameron, said independent market research shows that recognition of the Optus brand has reached 95 per cent of people - regarded as the universal level of spontaneous recall.

"In just ten years, Optus has become one of Australia's most recognised brands," he said.

Mr Cameron said SingTel has confirmed the 'yes' Optus brand will continue to be used in Australia, but with an even greater emphasis.

"Our change of ownership has meant the disappearance of the 'Cable & Wireless Optus' company name, to be replaced by 'SingTel Optus'.

"However, throughout the acquisition process, SingTel recognised the enormous value of the Optus brand - a top ten Australian brand. SingTel made it clear it supports the extended use of the brand and the continued practice of referring to the company as Optus.

"To capitalise on the brand asset, we will use the name 'Optus' - synonymous with choice, challenge and competition - for the business and Government market as well as consumer," Mr Cameron said.

A new advertising campaign, starting on Sunday, 4 November 2001, will mark this change.

Jann Kohlman, General Manager Marketing for the Optus Business division, said the SingTel acquisition delivered an unprecedented opportunity to rebrand for the business sector.

"This was an opportune time to review our strategy for this segment and our market research showed that building on 'yes' Optus was the way to go.

"Our research identified several attributes important to Optus Business customers. They want a 'human' partner committed to their success and working as part of their team. The existing brand essence of 'human and inspiring' translates to 'teamwork and commitment' for Optus Business customers.

"Overall, our research showed us that the way we do business is what is important to our customers and we are delighted that our 'challenger' brand positioning is recognised. We are seen as flexible and as an achiever," Ms Kohlman said.

For more information:
Linda Collard
Optus Public Affairs
Phone: 02 9342 5045