CLIENT
Telstra
1. Alita McMenamin - Head of Brand & Network Marketing
2. Maria Rizzo - Senior Marketing Specialist
3. Brent Smart - Chief Marketing Officer
AGENCY
1. Hugh Munro - Head of Strategy
2. Fabio Buresti - Chief Strategy Officer
3. Ben De Castella - Business Strategy Director
4. Daniel Fryer - Creative Director
5. Stuart Alexander - Creative Director
6. Amanda Porritt - Group Business Director
7. Belinda Drew - Chief Client Officer
SUMMARY
This is the story of why Telstra was able to deliver its best ever ROI and do so on a titanic scale.
By revealing to the nation that they were the inspiration behind everything Telstra 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.
With unwavering commitment to purpose-led growth, this idea unlocked multiple drivers of ROI – customer growth, ARPU and profitability, to delivering an ROI of $4.14 incremental profit per $1 invested.
