Telstra brand guru Collis: We’ve a long way to go but we’ll become Australia’s best advertiser
The man who is responsible for Telstra’s creative advertising output has conceded that the brand has “a long way to go”, but pledged to become the best advertiser in Australia.
Speaking at Mumbrella’s latest Question Time in Sydney, Telstra’s director of creativity, brand and strategy Mark Collis, who joined the company six months ago, was asked what work he was proud of.
He said: “None in particular. I think we’ve got a long way to go as an advertiser.”
But he added: “I’m going to make it the best client in the country – that’s my ambition.”
Shortly after Collis was appointed, Telstra’s marketing department saw a series of high level changes in the marketing team. They included the departure of executive director of brand and marketing communications Amanda Johnston-Pell and director of brands, advertising and digital Chantal Walker.
Collis is a former creative director with experience at agencies including Leo Burnett, George Patterson and Ogilvy Japan.
- Further excerpts from Mumbrella’s latest Sydney and Melbourne Question Times will be appearing over the coming days.
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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“None in particular. I think we’ve got a long way to go as an advertiser.”
At least he’s honest!
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Mark is one hell of a smart operator. Telstra is fortunate to have him on board.
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Good luck to him, but the big T is hard to manage all the stakeholders and still turn out good stuff.
Also, a client’s view of good ads is not necessarily the same as an agency man’s.
The best ad for a client is the most effective, not necessarily the cleverest, best art directed or most likely to win awards (tho sometimes these elements and effectiveness work well together)
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What ???
This must be a joke.
Worked on Telstra for the past 8 years , still turning out same old stuff. Seen many come and go with the same line’s, “Going to change this,
Best client, My ambition'” Bla Bla Bla. Easy to say, hard to do.
How about we come back to this space in 12 month’s time and see how much has changed, if any. Otherwise it’s just more cheap arse talk. There are some of the best creatives in the country working on this account and see what’s turned out at present. Well for the past 8 years or more. Can anyone remember and good Telstra Ad ?
Best of luck, you’ll need it.
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He didn’t say ‘best advertiser’ he said ‘best client’…… That is a concerning choice of words as it sounds like he wants to impress ad agencies rather than produce work that customers like and most importantly generate SALES. I agree 100% that to get great work you need to foster an environment of trust and mutual respect with your agency team, but some healthy conflict and distance is also important. I don’t know Mark so will withhold personal judgement, but with a deep background of agency side creative roles I hope (for Telstra shareholders sake) that his focus is customers (and as a result) profit first, awards last and being a great ‘client’ somewhere in between.
Agree with Adam that customer focus is what matters. However the recent “It’s how we connect” tag line is a genuinely positive step towards telling it like it is – which a breath of fresh air. Far better than a lot of those vague, tangential, ‘we’re all living somesort of techno-love-in where even my dog can IM grandma’ claims that make telcos sound like idiots.
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Interesting is it not that Telstra are going to all the expense involved in this curious step of hiring a creative guru to change our perceptions of them and their products and service. Regardless of whether it is successful (or whether any of us live long enough to see a change) surely a better use of the money would be to actually fix the product and service problems rather than try and convince us they don’t exist?
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@Groucho spot on. It doesn’t matter how you try to dress it, if it is still cr@p then no one will want to go near it.
After decades of treating customers with arrogance and indifference it is nigh on impossible to convince consumers otherwise.
Once bitten twice shy!
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You better make sure you join the club if you want to hang around pal.
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by best advertiser surely he wants to move towards the rostered agencies actually wanting to create amazing work and results for them rather than begrudging the fact they work on the business and taking their fees through gritted teeth.
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Logic has hit the nail on the head.
Now to structure the agencies so they don’t become personal stakeholder pets or stepping on each other’s heads to get new business.
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As someone currently doing some work for a part of Telstra, I have to say (well, I don’t have to, but I will) that they are surprisingly pleasant to deal with. Aside from the inevitable legal sign off process, turnarounds are quick, decisions are made, budgets allocated without a huge archaic process, changes implemented and innovative ideas are given the chance to shine with sensible monitoring and analysis.
As a new customer, I’ve also been pleasantly surprised by some aspects of customer service (the Aussie based call centre, the voice recognition system), and unsurprised by some of the crap (overseas call centre, compartmentalisation of issues). You have to say they’re heading in the right direction.
Oh, and memorable ads? What about the “Call Mum” skywriting last Christmas? Like it or loathe it, at least it stood out (to me, non-creative type) at least.
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Yoohooo Mark. My perception is telstra costs too much. Best way to change this perception is to offer me a better deal. Why take this chance and do something real and get creative about providing someway to quantify how many customers want something different and then give them a chance to say what this is. Im thinkingr prefered communication package residential would look something like this: unlimited fast broadband + home phone + three mobiles for under a hundred dollars. Not possible? If TPG can do it, so can Telstra. I am so over over paying.
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Carolyn, at the eternal risk of turning these Telstra marketing threads into Whirlpool “gimme, gimme, gimme” threads, have you used TPG customer service?
I want everything, as fast as I can, everywhere, for 5c. But to get that something has to give…
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Good step bringing Mark in,and cleaning out the dead wood.
But its all about the price and service,”tell us the price son”
Telstra have the best network, no one doubts that.
Its amazing how many people[like me] would rather go another company for the better price and experience.
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Telstra is in huge trouble. It’s share price at an all time low. It’s market perception is that it is an arrogant ex monopoly that has yet to reinvent it’s relevance to consumers.
My business Wifi was done for 10 days from the 5th of November. I called tech support, customer service, activations, each day. I must have spent 20+ hours on the phone with Indian and Phillipine call centers. Each time they redirected me to at least 2 other divisions, and 1 out of 2 attempts, the line dropped out. Having to call back and start over. Each time i was given the run around, and was promised a next day connection. This went on for 10 days.
And the irony is that each call intro was started with a request to “stay on the line after your query and answer some important questions on your service experience”.
Yeah right!
Good luck being the countries “best agency client”, it won’t matter a toss, unless the price and service are totally overhauled.
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I have to say…
Working on the Telstra account drove me crazy. (edited by mumbrella for legal reasons). New blood within BMCG consistently start off with enthusiasm and positivity, and I’ve seen so many of these fresh faces quashed by absolute bureaucracy.
Thank GOD i no longer need to deal with these people.
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The biggest challenge facing Telstra isn’t its advertising or communications but it’s internal culture to actually deliver on its promise (whatever that is???).At the moment Telstra is a logo and a set of guidelines NOT a brand.
Getting rid of the dead wood is a start. Maybe the fact that they are getting rid of 300 plus middle managers will help ( and I am personally sorry for them).
From experience Telstra communications is ALL about activity and noise in the market . This is driven by the need to appease segment and divisional heads. It needs a true and higher brand level vision and have the courage to consistently execute it. ……….. without having to refer it to committees for approval and ending up with a Camel
I say this from l experience in a Senior role as a the go to person for agencies a number of years ago. It has not changed.
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With everything now centralised with Kate McKenzie, the buck stops with her. Segment Marketing is no more, Category marketing is now under Kate, Brand (strategic and tactical) is under Kate, as are Product and Pricing.
No more are 50 disparate divisions fighting for some ridiculous political supremecy – it’s all KM.
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err.. in terms of previous Telstra work, i guess Mark and some of the posters here have never heard of the Great Wall of China ad?
Mark is clearly a rookie at this poacher turned gamekeeper thing
His claim that he wants to make Telstra the best client in the country is simply extraordinary. I hope he lasts longer client-side that this comment would indicate
his job is to sell Telstra’s products and services, not agree to whatever ideas at whatever cost are pitched to him by agency buddies
Tim I would love to hear what he REALLY meant by that remark – can you ask him to post on this thread?
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Good idea Sven, or else Mr Collis is in danger coming across like an out of date, out of touch “Mad Man” from the dark past. It would be fair for him to explain the context of his quote.
Sorry but I recall lots of amazing ads, but “Great Wall” whatever that might be ain’t one of em.
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Gary
A great move
KM may be in charge but the divisional heads and their bag carriers need to get out of the brand creative DMU.Then I’ll believe it?
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@brett and @ sven. I can understand why Mark is hesitant to say that he likes anything that has come out of the Big T recently as there doesn’t seem to be much to be overly proud of. The fact that you had to go back to a BigPond spot from over 6 years ago as an example of good advertising is telling (Note: the spot was called ‘Rabbits’ and came out of BWM who at the time had the BigPond biz). I agree that it was a nice campaign but what has happened since?
He looks more corporate these days with the Telstra issued haircut, what happen the midlife buzz cut Mark? Much more scary and effective I reckon. Nothing says cool like a buzz cut, pink polo neck, stone wash jeans and sneakers.
They were the days!
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First step is replace the yes men with collaborative, empowered, smart people on the marketing team. Telstra used to have a few of these (minus the empowerment).
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