Telstra announces major shake-up to brand and marketing agency roster
Telstra has announced a new agency partnership in a massive shake-up to its brand and marketing agency roster.
Following a “thorough review,” the telecommunications giant has announced it has cut ties with The Monkeys, CHEP and DDB in favour of +61 – a new creative venture.
In a bid to move away from a traditional agency roster, the new bespoke partnership will see Telstra’s existing media agency, OMD team with independent creative studio, Bear Meets Eagle On Fire and TBWA.
“Firstly, I would like to thank The Monkeys, CHEP and DDB for many years of partnership and the contribution they have made to Telstra’s business,” Telstra’s chief marketing officer, Brent Smart, said.
“We are excited to build something new in the Australian market with +61. This partnership will give us the best of both worlds – an independent creative agency powered by a network agency; the creative vision of the team at Bear Meets Eagle On Fire combined with the strategic and integrated capabilities of TBWA. It will allow us to achieve a new level of creative and media integration, with our exceptional media partner OMD the third and equal partner in the model”.
“This is not just another standalone one-client agency built to deliver efficiencies. We have big creative ambitions and this is about the best talent and thinking from three agencies at the top of their game, collaborating on our business as one team with one commercial arrangement.”
The new partnership will commence from December.
