UPDATE: Ogilvy executive chairman Tom Moult has confirmed to AdNews the agency is no longer working for Telstra on its advertising account but has been invited to pitch for the telco's relationship marketing contract, which is now in review.
Ogilvy currently holds the account.
"Telstra is conducting a review and we have been invited to pitch," Moult said.
"We are eagerly looking forward to showing Telstra what we can do."
PREVIOUSLY: After nearly 20 years Telstra confirmed it has severed its ties with Ogilvy as speculation mounts about the telco's giant CRM contract.
Telstra could not issue a statement at the time of writing but a spokeswoman confirmed the agency was no longer on the advertising roster.
The alliance started in the early 1990s with John Singleton Advertising before JSA was eventually merged with Ogilvy.
Ogilvy chairman Tom Moult said: “I agreed with Telstra that neither party would talk to the press about this. I have no comment.”
It is understood OgilvyOne is still working with Telstra on the direct and CRM business although conjecture has surfaced that Westpac agency Lavender may play a future role with the telco.
Telstra’s new director of CRM, digital and social media, Nick Adams, had close ties with Lavender while at Westpac before his exit from the bank. However, Adams was also at American Express, which has a longstanding relationship with OgilvyOne.
One observer told AdNews: “The CRM agency will no doubt be on their list but there are bigger things to worry about right now.”
Some believe while brand communications is high-profile and important, deeper and more authentic engagement with customers will emerge as a critical issue for Telstra as the NBN rolls out nationally.
The need for Telstra to prove to customers a deep service commitment will determine how it counters rivals in a new, more open competitive NBN environment.
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