Telstra has appointed DDB to handle creative duties for its new brand positioning "It's how we connect" which will launch early next year.
The campaign comes on the back of a competitive pitch among Telstra's roster agencies BWM, DDB and Ogilvy, as first revealed by AdNews [24 September, 2010, page 1].
The new campaign will include a refreshed brand "look and feel, brand activation programs centred around connection and a series of engagement initiatives via social media" designed to connect Telstra more closely with its customer base.
The new brand work will be supported by an internal communications program to engage Telstra staff to help deliver on the brand vision.
Telstra director of creativity, brand and strategy Mark Collis said:
"I want Telstra to be the best brand in Australia, this is the
beginning of that journey."
DDB group managing director Chris Brown said: "Mark and the Telstra team have made it very clear that this is an opportunity to tackle the brand challenge for Telstra in a new and exciting way. This will be a program based on real change and real engagement, and we’re delighted to be part of it."
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