Fresh branding strategy means the end of Telstra's patriotic-style advertisements

THE days of big advertising campaigns trumpeting Telstra's brand are over because they are a waste of time, says the man drafted in to come up with creative and innovative ways for it to go to market.

By InvestSMART · 24 Sep 2010

By InvestSMART ·
24 Sep 2010

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Mark Collis, who heads up Telstra's creativity, innovation, brand strategy and customer experience team, said: "I never really understand what brand campaigns are about. I used to question it at [Leo] Burnett and I am still doing so."

Mr Collis said that future advertising needed to bring to life Telstra's new brand idea, which was centred on what Telstra did for its 11 million customers rather than how it saw itself.

"Our brand essence is really around connection. We want to build our brand around that," he said.

The new corporate strapline, "It's how we connect", will appear in all communications. "What you won't see us doing, though, is going out with a big song-and-dance or marching-band ads. The advertising needs to be a window into what we are doing," said Mr Collis, who was hired in May to inject some creativity and innovation into pricing, product and promotion.

This direction marks a break from the past when Telstra's brand advertising bordered on the patriotic if not nationalistic. Much of its marketing and sponsorship used to hang off its bombastic "I am, you are, we are Australian" ads.

Mr Collis said Telstra needed to spend more time thinking of ways to engage its customers. He has briefed Telstra's three main agencies Belgiovane Williams Mackay, Ogilvy and DDB to present to him ways to activate that brand essence.

He cited as an example of the sort of thing Telstra could do the Life in a Day project by filmmakers Ridley Scott and Kevin Macdonald, who plan to produce a film from footage uploaded to YouTube on July 24, documenting a day on Earth.

DDB Australia and New Zealand chief executive Martin O'Halloran said: "I think it's a very workable idea. We have to think about ways to show how Telstra can connect rather than talking about it in the traditional brand sense."

Mr Collis will work alongside Inese Kingsmill, a Microsoft marketer, who joins Telstra in November to become director of business unit marketing and communications.

"My vision is simple. It's to get our 11 million customers talking more positively about us. If I can do that, then, game done," Mr Collis said.

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Frequently Asked Questions about this Article…

What is Telstra's new branding strategy and why does it matter for investors?

Telstra's new branding strategy shifts away from big, patriotic-style campaigns toward a focus on 'connection'—showing what Telstra does for its 11 million customers rather than talking about itself. For everyday investors, this signals a change in marketing priorities toward customer engagement and practical activation of the brand, which the company says should drive more positive word-of-mouth.

Why has Telstra decided to stop running big patriotic-style advertising campaigns?

Telstra's head of creativity Mark Collis says large, bombastic brand campaigns are a 'waste of time.' The company is moving away from past nationalistic ads (like the 'I am, you are, we are Australian' style) in favour of communications that act as a window into what Telstra actually does for customers.

What is Telstra's new corporate strapline and how will it be used?

The new corporate strapline is 'It's how we connect.' According to the article, this line will appear in all Telstra communications and guide advertising that demonstrates connection in practical ways rather than relying on traditional brand-speak.

Who is Mark Collis and what role does he play in Telstra's marketing shift?

Mark Collis was hired in May to lead Telstra's creativity, innovation, brand strategy and customer experience team. He has been tasked with injecting creativity and innovation into pricing, product and promotion, and steering the company away from large-scale brand theatrics toward customer-focused activation.

How will Telstra's advertising look different under the new approach?

Telstra says you won't see 'big song-and-dance or marching-band ads.' Instead, advertising should be a 'window into what we are doing'—practical, activation-led campaigns that demonstrate how Telstra connects customers rather than telling them in abstract brand terms.

Which creative agencies has Telstra briefed to activate its new brand idea?

Telstra has briefed its three main agencies—Belgiovane Williams Mackay, Ogilvy and DDB—to present ideas for activating the brand essence of connection and engaging customers more directly.

Can you give an example of the type of project Telstra might use to show connection?

An example cited in the article is the 'Life in a Day' project by filmmakers Ridley Scott and Kevin Macdonald, which planned to create a film from footage uploaded to YouTube documenting a day on Earth. Telstra suggests projects like this can show connection in a tangible, engaging way.

Who else is joining Telstra's marketing leadership to support the new strategy?

Inese Kingsmill, a Microsoft marketer, is joining Telstra in November to become director of business unit marketing and communications and will work alongside Mark Collis to help activate the new customer-focused brand approach.