Effies
Australia
How Telstra went from Engineering-Led to Brand-led Growth
Agency
Bear Meets Eagle On Fire
Client
Telstra
Awards
Gold
Telecommunications and Other Services
Silver
Innovative Marketing Strategy
Case Study
Summary
Despite building Australia’s leading network, Telstra’s premium position was threatened by a "corporate and distant" perception and an influx of low-cost challengers. To defend its price premium, Telstra had to pivot from engineering leadership to emotional value. Our strategy reframed Telstra from a utility provider to a "partner in possibility." This launched via Wherever We Go, a platform that humanised the brand through imaginative storytelling and a hand-crafted brand world. The campaign’s signature "Telstrut" became a cultural phenomenon. This shift successfully transformed Telstra from engineering-led to brand-led growth.
Case study
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Credits
| Nicky Bryson | Co-Author / Head of Strategy & Creative Excellence | Telstra |
| Melinda Lofts | Co-Author / Senior 1-1 Marketing Strategist | Telstra |
| Brent Smart | Chief Marketing Officer | Telstra |
| Alita Mcmenamin | Head of Brand and Marketing Communications | Telstra |
| Anna Jackson | Head of Creative Excellence | Telstra |
| Nicola Reeves | Brand & Sponsorship Lead | Telstra |
| Jon Hollett | Senior Marketing Specialist | Telstra |
| Dene Mackenzie | Marketing Specialist | Telstra |
| Annabel Hudson | Marketing Specialist | Telstra |
| Paula Marreiros | Head of Media & Marketing Operations | Telstra |
| Robert Aoukor | Senior Media Specialist | Telstra |
| Ally Chin | Senior Media Specialist | Telstra |
| Micah Walker | Chief Creative Officer | Bear Meets Eagle On Fire |
| Paul Gregson | Creative Director | Bear Meets Eagle On Fire |
| Emma Wright | Senior Producer | Bear Meets Eagle On Fire |
| Hanne Haugen | Business Lead | Bear Meets Eagle On Fire |
| Ian Williamson | Creative Director | Bear Meets Eagle On Fire |
| Guy Featherstone | Design Director | Bear Meets Eagle On Fire |
| Matt Keon | Creative Director | Bear Meets Eagle On Fire |
| Leslie Sharpe | Creative Director | Bear Meets Eagle On Fire |
| Jenny Grant | Producer | Bear Meets Eagle On Fire |
| Mike Redfern | Co-Author / Head of Strategy | +61 |
| Blake Crosbie | Managing Director | +61 |
| Mike Whitcombe | Designer | +61 |
| Jake Stopper | Client Partner | +61 |
| Maya Uwakwe-Kelly | Business Manager | +61 |
| Kirsty Harley-Miers | Connections Director | +61 |
| Helen Guard | Managing Partner | OMD |
| Lauren Doherty | Business Director | OMD |
| Mike O’Connor | Business Director | OMD |