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Telstra adds Clemenger BBDO Sydney to agency roster

Telstra has added Clemenger BBDO Sydney to its agency roster, with the creative agency behind the telco’s latest campaign focusing on its customer advocacy.

Clemenger BBDO Sydney joins a long list of agencies on the roster, including DDB and The Monkeys. DDB Sydney has most recently worked on the telco’s 4GX campaign while The Monkey’s were behind the telco’s campaign for its bundled packages.

Speaking to Mumbrella on the appointment Clemenger BBDO CEO Andy Pontin said: “We’re working on a couple of campaigns for Telstra at the moment which is great. The first one went to air last week. That’s our first major work for Telstra which broke on Sunday.

“The campaign that broke on Sunday is about their customer advocacy work. One of the legacies of David Thodey, as the departing CEO, is focusing on customer service and improving their customer advocacy, what their own customers would say about Telstra as a service provider.”

Thodey is set to retire on May 1, to be replaced by Andrew Penn.

The campaign focuses on customers being able to form a personal connection with Telstra employees by being able to call the person who served them in store, or in your home or business, and by connecting to to someone who knows them will get things done more quickly. It is running across TV, print, outdoor and digital. It is also running across the Telstra website.

“Telstra has done an enormous amount of internal work to keep improving its customer service. The perception of the service is often far worse than the reality of the service. What we’ve been appointed to work on is really to just pick up on some of those key initiatives that Telstra has put in place and communicate them out to the world,” Pontin explained.

Clemenger scored their place on the Telstra roster towards the end of last year, however Pontin declined to comment on the nature of the appointment.

“We started working on this piece of work around November last year,” he said. “They’ve got very very bright marketers. They have big ambitions for the brand, it’s a pretty exciting time to be working with them.”

On the two projects he said: “There are are a number of campaigns within those assignments.”

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Miranda Ward

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