Telstra appoints DDB
Telstra has appointed DDB as its brand agency.
The change does not directly affect most of the agencies on the Telstra roster. The overall Telstra brand campaigns had previously been handled by Ogilvy.
The announcement:
Telstra today announced that it has appointed DDB to undertake the work to bring to life the company’s new brand positioning, “It’s how we connect”. The agency will commence work, for a launch in early 2011.
Is Collis even aware of the recent exodus of at least half of the best creatives at DDB?
What a mess.
There’ll be others just as good rushing in. And there’s more to DDB than just Sydney.
The fact that the creative left is a clear sign they added no value.
Ha! Melbourne? Chicago? New York? Please. People will take jobs there. And from all reports the new CD is a good bloke.
But “rushing in”? I think not.
Telstra’s problems cannot be fixed by the “brand”…
well done. hopefully they are more effective than making a phone call to the company….
I’m just glad that the creative brief was not like all the other Telstra brand briefs – “make people love Telstra”. 🙂
Of course the response usually involved a baby and some soppy music and that’s about it.
By the way, does “it’s how we connect” remind anyone of “connecting people” from Nokia?
Everything reminds me of everything.
That’s the problem with living your life online. You see it all.
Ogilvy had recently tried to sell Telstra the proposition of ‘Dependable’.
Imagine how difficult it would be to try and convince anyone that Telstra is ‘dependable’.
No wonder the brand work was taken from them.
“Dependable” – oh dear.