Optimum Names Publicis O1 Agency of Record

By Kyle O'Brien 

Optimum, a brand of broadband communications and video provider Altice USA, has selected New York-based O1, a Publicis Power of One solution, as its creative, media, PR and production agency of record following a competitive review.

Optimum was seeking an agency partner to drive further brand growth and promote its suite of connectivity products, including internet, mobile, TV and phone services for residential and business customers.

O1 was created as a dedicated team specifically for Optimum from a collective of Publicis Groupe agencies. Saatchi & Saatchi will lead brand strategy and creative development; Connect at Publicis Media will support national, regional and local media planning and buying; MSL will guide external media relations and brand reputation building; and PXP will lead performance-driven production.


“As we look to engage with our customers in new and dynamic ways, we are thrilled to bring the unmatched tenacity, creativity, and partnership of O1 to Optimum,” said Jennifer Garrett, chief marketing officer at Optimum.

Garrett went on to say that the company has been making investments into its local presence, including expanding its connectivity services portfolio, entering new markets across the country, and enhancing the ways Optimum interacts with customers.

O1 will work with Optimum’s internal teams on brand building, creative commerce, data-driven communications, influencer marketing, public relations and more to enhance brand awareness and consumer consideration across Optimum’s 21-state footprint.

“In order to reach our customers where they are—in their local communities—we needed a partner that understands how to reach and resonate with all of our markets and audiences, and that was O1,” said Lisa Anselmo, executive vice president, communications at Optimum.

Nicole Souza, CMO at Saatchi & Saatchi said that the 01 team gathered a fully integrated team of experts at Publicis Groupe to partner with Optimum.

“With creative ideas backed by data, technology, media, brand reputation and production, together we will build a brand platform for connecting customers to the Optimum brand in meaningful ways,” said Souza.