Telstra account up for grabs
Steve’s breakdown: Whether the media & creative will go into review is still not know but the experiential and events account is in play.
MELBOURNE, Australia: Telecommunications giant Telstra has confirmed its multi-million dollar experiential and events account is under review via a tender process, while rumours that its media and creative accounts are also being examined are wide of the mark.
B&T believes Australia’s top telco will be approaching up to eight agencies to pitch for its lucrative experiential and events business.
Telstra’s creative agencies – DDB, The Monkeys and Droga5 – currently share the telco’s digital duties. OMD holds Telstra’s media account which, along with creative duties, is not up for review.
A spokesperson for Telstra told B&T: “We are not currently reviewing our creative [or media] agencies. We are however conducting a market analysis of our event and experiential agencies.
The spokesperson was unable to confirm the identity of any of the agencies involved, stating: “As we are now in market, details of the tender process are confidential”.
In March, Telstra handed chief marketing officer Mark Buckman, the current marketer of the year, added responsibility of heading up the digital media and IPTV division for the telco, while a month earlier it rolled out a new loyalty initiative called ‘Thanks’ in a bid to retain more customers with things like live music events, movie tickets and a chance to meet sporting legends among the benefits.