Optus has added the independent strategic creative agency Momentum to its agency roster following a competitive pitch. Momentum will deliver activations across Optus’ national retail network, including major product launches, to bring high-impact brand moments directly to customers at the point of purchase. Momentum said the Optus appointment reflects increasing demand for physical environments that work harder, particularly around flagship occasions such as new product launch releases. “We’ve been deliberate about how we grow Momentum, focusing on partnering with ambitious brands where we can create meaningful, commercially impactful work. Lauren Dawber, executive general manager of marketing at Optus, said: “Our retail network is an important way for customers to connect with Optus, whether they are exploring our products and services, seeking advice or getting support.