Telstra axes four PR agencies in roster shake-up

TelstraTelecommunications company Telstra has cut the number of public relations agencies on its roster from nine to five following a review of its PR relationships, Encore can reveal.

One of the largest public relations accounts in Australia, the new Telstra roster sees Edelman awarded the consumer and sponsorship account, Ogilvy PR the business account, PR Edge is responsible for Telstra Country Wide, Lighthouse Communications will manage the Telstra awards program while Eleven PR will serve as a floating agency working across the business as required.

It is the first time in five years the telco has reviewed its public relations activities. Among the agencies no longer on the account are Mango PR, Javelin Australia and Haystac. A Telstra representative says the smaller public relations roster had led to cost savings.

“As a result (of the review), we have reduced the number of agencies on our panel by half and achieved considerable savings,” the Telstra spokesman told Encore. “This will allow us to develop deeper strategic relationships with fewer agencies rather than relatively transaction-based arrangements.”

The new public relations roster began on April 1.

Nic Christensen

Encore issue 12This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit for a preview of the app or click below to download.


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