The World: Sydney - Three agencies share £50m Telstra media business

The Australian telecommunications company Telstra has split its £50 million media planning and buying account between three agencies.

OMD has picked up the largest portion of the media business and will be the lead agency.

Naked Communications will now handle the media strategy for the company's Youth and BigPond brands, while the online shop The White Agency will take care of online planning on the BigPond and Sensis brands. The pitch also included Initiative and Optimedia.

Georgie Nichols, the general manager of media at Telstra, said: "Our decision to award the work is a reflection of how Telstra is implementing market segmentation throughout the company."

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