Can Telstra become Australia’s best and bravest client?
There are probably only half a dozen times a year when a press release drops into my inbox and I’ll say aloud “Fuck me.”
Today was one of those moments, with the move of Mark Buckman from CommBank to Telstra.
There are lots of reasons why this is interesting, and a big move for the telco. Certainly the changes in Telstra’s marketing will be one of the big stories of the coming year.
At Mumbrella Question Time a few weeks ago, new director of creativity, brand and strategy Mark Collis said he wanted Telstra become Australia’s best client.
But sometimes it is possible to overcomplicate these things. Above all, the reason this is going to be so interesting to watch is simple.
Buckman is that far-too-rare thing: a brave client.
Tim Burrowes
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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I have to admit that there aren’t many times when I read a headline and say ‘fuck me’ aloud too. Having once worked at an agency for CommBank in Buckman’s time, I think this is an amazing move and I completely agree with you Tim – brave client. He’s taken a staid old ‘incumbent’ brand that no-one liked and gave it a new edge in CommBank, i would predict we would say the same in a few years time for Telstra.. can’t wait to see the work.
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Interesting story Tim. In your expert opinion, what makes him a “brave” client? Please could you give some specific examples?
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Marketing? Let’s hope Telstra can improve their customer service which is by far the biggest negative for the brand.
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Bingo to Pickle. If Buckman can shake up their stupidity in customer service, bring it on.
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Hi Adam,
What immediately leaps to mind: Being the first major brand to ignore the collective wrath of the local industry and to put the business with a US agency; moving away from category cliches; being willing to put his head above the parapet and be outspoken.
Cheers,
Tim – Mumbrella
Hi Zuni
Buckman will be able to do buck all (get it???? I crack me up !!!) about customer service. Customer service is not within marketing’s control.
Telstra has already spent billions on trying to improve it with just with their IT transformation project alone simply to try and have a holistic view of their customer rather than a million separate databases etc.
That said, Mark should be able to put a very nice shade of lippy on the Telstra pig….
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be careful where and when you say “fuck me” out loud
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Good luck to the Buckmeister.
As for customer service, that falls under Nason and Program Office rather than marketing. Then again, half the problem with Telstra’s customer service was the outrageous “premium” pricing. The price drops will lower service expectations amongst new customers to a degree. It’s still bad, but the equation is better.
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There are plenty of brave, daring clients. Unfortunately:
a) their environments or reporting chains stifle them,
b) their brief and agency actions don’t match,
c) they confuse brave with stupid or,
d) they’re not currently in charge of a brand, and should be (I’m on the market, by the way)
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Why is being brave being used as a proxy for being successful?
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Telstra is a horrible company to use for your comms needs. I get out of my outrageous contract on Jan 1 and can’t wait to switch.
No need for disclosure, either, not associated with any other telco. Just a customer that’s been ripped off and ignored for years.
Look forward to seeing the pretty ads though!
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