EXCLUSIVE: Telstra is to unveil a rebrand within weeks, which sources are calling "Australia's largest ever brand roll out".
The new look will be carried across all Telstra communications, and has been devised by advertising agency DDB's design arm Interbrand.
The makeover will be unveiled within two weeks and has been six months in the making. It is aimed at creating a stronger and more emotional connection with Telstra's customer base.
A spokesman for Telstra confirmed the rebrand to AdNews, and referenced the work the brand has been carrying out to improve its customer service levels: "We're making tweaks to the way Telstra looks to reflect the positive changes we've made behind the scenes, and help us better connect with our customers."
The rebrand is being led by chief marketing officer Mark Buckman, who took the reins after the initial process kicked off six months ago.
The initial stages of the makeover were jointly led by Buckman, in tandem with group managing director of Telstra Innovations, Products & Marketing, Kate McKenzie; and director of innovation, creativity and brand, Mark Collis. Buckman has assumed an enlarged role at Telstra in the last six months.
Interbrand was appointed without a pitch in February, following chemistry meetings with other design agencies.
Chief executive of Interband, Australia and New Zealand, Damian Borchok, declined to comment and deferred enquires to Telstra.
DDB's relationship with Telstra has strengthened in the past 12 months, having been appointed to work on the telco's brand positioning “It's how we connect” in November of last year.
The Telstra spokesman declined to comment when asked if "It's how we connect" would be adapted or dropped as part of the new image.
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