As the lines between brands, media and publishers continue to blur, Telstra chief marketing officer Joe Pollard has spoken of the need for third-party expertise, noting that “great marketing doesn’t get created inside marketing departments.”
Pollard was speaking as part of the keynote for the 2015 Media Summit with Qantas group executive brand marketing and corporate affairs Olivia Wirth, about disruption in the marketing industry.
While Pollard said there are plenty of things that have “disrupted” her dual roles running Telstra’s media and marketing, she said the need for expertise remains core.
She said that one of the issues is that agencies have been “commoditised and our industry has become too transactional.” Pollard was formerly CEO at Publicis Worldwide Australia and said that “now that I’m on this side of the fence I hope I can help play a small part in changing that.”
“Great marketing doesn’t get created inside marketing departments,” Pollard said.
“We need debate, we need insight and we need great ideas. We need third party people to come in and to challenge our thinking and not just give us what we ask for and we need great specialists in the field of expertise to help us be great.”
While Wirth agreed on the need for partnerships, she added that content was a core focus on Qantas going forward, although noted it was “very early days” for them.
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