Features

Telstra: ‘Our brand was schizophrenic’

http://youtu.be/NtwHJxVGLrM

Mumbrella chats to Inese Kingsmill, Telstra’s corporate marketing director, Mark Collis, Telstra’s director of creativity and brand content, and Marty O’Halloran, Chairman and CEO of DDB Australia about:

  • The Telstra re-brand and the brief for agencies
  • How the brand was ‘schizophrenic’
  • How Mark Collis’ role and chief marketing officer Mark Buckman co-exist
  • What ROI Telstra expects from the new campaign

Telstra unveiled its new-look logo and positioning at the beginning of this week.

http://youtu.be/lPgOZvUTDX0

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