CMO Pollard on Telstra's evolution from 'telco to techco'

Rachael Micallef
By Rachael Micallef | 18 July 2016

Technology is primed to be the single biggest impact on the horizon, and Telstra wants to be the pipeline to that digital revolution.

Telstra group executive of media and marketing, and CMO Joe Pollard says the evolution of the company from “telco to techco” is the drive behind its rebrand, which had its launch commercial airing last night (17 July).

Pollard has pointed to the need for technology to drive positive change, rather than being “technology for technology’s sake”. This, she says, is where Telstra has a role to play.

“Our customers want us to build upon the strength of our network and empower them to turn their ambitions, aspirations and dreams into reality,” Pollard says.

“They look to us as a company to be their technology partner and we take this seriously.

“Our brand needs to reflect this and demonstrate there are better ways for everyone to thrive in this connected world.”

The campaign, by Sydney creative agency The Monkeys, features the new tagline “thrive on” and includes a voice-over from Australian slam poetry champion Phil Wilcox and a soundtrack by Flight Facilities. It also features Sydney visual artist Jessica Bush, Melbourne illustrator Elise Hurst and The Australian Ballet artistic director David McAllister.

It shows a number of scenarios where technology is bringing people together including people using virtual reality, drones, video calling and a medial team using mobile technology to locate someone who is injured.

They're all examples of technology used by Telstra including the LANES technology which allows Telstra to create a dedicated communications channel for emergency services.

Pollard says the campaign aims to create a cohesive global brand which work across all of Telstra's customer segments.

“It is our goal to create world class products, services, experiences and solutions built on our best networks for our customers,” Pollard says.

“Our role is to help and advise people on how to navigate the complex digital world safely and securely, ensuring they have solutions tailored to their needs. And finally, we play an important role to innovate and push the boundaries of technology and shape solutions for the future.”

The campaign will be rolling out across social, digital, experiential, outdoor and print across the entire Telstra portfolio.

The new campaign comes as the telco is being taken to court by The Australian Olympic Committee (AOC) over allegations its Olympic-related adverts are misleading by implying the telco is a team sponsor.

Credits:
Client: Telstra
Agency: The Monkeys
Production Company: Revolver
Director: Simon McQuoid
Post Production: Fin
Photography: Toby Burrows
Media: OMD
Design: Interbrand

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