Battle For Telstra’s Creative Now A Two-Horse Race

Adelaide, Australia - 15 Feb 2021:
Two Telstra payphone in the city. Telstra is the only payphone provider in Australia.

The race to win Telstra’s creative account has narrowed to just two agencies, The Monkeys and TBWA, B&T understands.

Industry insiders have told B&T that Telstra’s CMO, Brent Smart, is looking for a bespoke agency similar to TBWA’s Media Arts Lab division that has run Apple’s creative since 1984.

Smart and Telstra had been ready to announce the winner of the closed pitch this week but a decision has been delayed until early next week — possibly Monday.

Telstra launched a review of its creative agency roster, which featured The Monkeys, CHEP and DDB, earlier this month, coinciding with Smart’s first anniversary in his new role.

The account is so important to The Monkeys that David Droga and Nick Law are both understood to have flown in to serve on the pitch.

The telco spends well in excess of $200 million on advertising and promotions every year, making its creative account one of the most lucrative in the market.

When reached for comment by B&T, Smart declined to comment on the story.

Zany independent shop Bear Meets Eagle On Fire was rumoured to be in the running for the account, as well. However, along with CHEP Network and DDB, it is understood to have fallen out of the race.

Bear Meets Eagle On Fire and DDB did not respond to B&T‘s request for comment. CHEP declined to comment.

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