Effies
Australia
How Telstra’s purpose-led growth left the competition in its wake
Agency
The Monkeys - Part of Accenture Song
Client
Telstra
Awards
Silver
Other Services
Bronze
Return on Investment
Silver
Brand Value
Summary
This is the story of why Telstra left the competition in its wake.
With unwavering commitment to purpose-led growth, Telstra revealed to the nation that they were the inspiration behind everything the company does. 'Australia Is Why' provided a platform to elevate practical improvements and gave purpose to brand acts like making all payphones free, for everyone, forever.
By embracing the brand's legacy rather than leaving it behind, Telstra overcame deeply-entrenched negative perceptions and breathed fresh life into the brand's relevance and affinity among Australians.
Ultimately, delivering an of $ incremental profit per $ invested.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email hello@adcouncil.org.au for your discount code. All Educational Institutions wishing to access case studies are required to contact awards@adcouncil.org.au
Credits
| Mark Green | Group CEO and Co-Founder | |
| Scott Nowell | Group Chief Creative Officer and Co-Founder | |
| Tara Ford | Chief Creative Officer | |
| Matt Michael | Managing Director | |
| Vince Lagana | Executive Creative Director | |
| Fabio Buresti | Author / Chief Strategy Officer | |
| Hugh Munro | Author / Head of Planning | |
| Charlotte Marshall | Author / Senior Planner | |
| Daniel Fryer | Creative Director | |
| Stuart Alexander | Creative Director | |
| Jake Rusznyak | Art Director | |
| Dennis Koutoulogenis | Copywriter | |
| Ben Sampson | Creative | |
| Belinda Drew | Account Management Head | |
| Amanda Porritt | Senior Business Director | |
| Jack Stone | Business Director | |
| Samantha Packham | Business Manager | |
| Ciara Moloney | Business Manager | |
| Penny Brown | Head of Production | |
| Simone O’Connor | Senior Producer | |
| Claudia Brookes | Senior Producer | |
| Mel Watson | Senior Designer | |
| Megan Leckey | Senior Designer | |
| Jeremy Nicholas, Telstra | Chief Marketing Officer | Telstra |
| Julie Caulfield, Telstra | Head of Brand | Telstra |
| Genelle Sharples, Telstra | Principal of Media, Sponsorship & Awards | Telstra |
| Maria Rizzo, Telstra | Senior Marketing Specialist | Telstra |
| Rebecca Borgo, Telstra | Senior Marketing Specialist | Telstra |
| Alita McMenamin, Telstra | Senior Marketing Specialist | Telstra |
| Robbie Aoukar, Telstra | Senior Media Specialist | Telstra |