Telstra is to launch a new brand positioning and tagline in a bid to connect with consumers and transform the telco into a more customer friendly company.
The new brand direction, which is being driven by Telstra's director of creativity, innovation, brand strategy & customer experience Mark Collis, is part of a bid to maintain share in the increasingly competitive telco sector.
Collis told AdNews the move aimed to "define and establish Telstra's positioning" in the market, as it focuses around the ideas of socialising and connecting, and moves to embrace social and digital media.
"I took on the brand strategy portfolio five or six weeks ago and when I looked at the past work it has been tactical work, but it has not built an essence of the brand," he said.
"Telstra have taken a fairly traditional approach to media in the past. It's time and it's necessary to step into the new media space and be part of the conversations."
Collis has briefed Telstra's "big" roster agencies BWM, DDB and Ogilvy to bring the brand positioning and tagline, "It's how we connect", to life.
To find out more, read today's AdNews.
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