Telstra launches ‘Roam’ In-House agency to Drive Creative Excellence
Sydney, Australia – Telstra, a major player in the Australian telecommunications landscape, has officially launched its dedicated in-house creative agency, Roam. This strategic move signals the company’s commitment to enhancing its marketing capabilities and cultivating a more innovative brand identity.
Roam, described by its leaders as a collective of “creative outsiders,” aims to challenge conventional thinking and explore new possibilities within the Telstra brand. The agency’s launch was accompanied by the introduction of roamy, an animated mascot intended to represent the agency’s energetic and exploratory spirit.
Rapid Growth and Ambitious Goals
As its initial formation in february, Roam has experienced significant growth, expanding from a team of ten to thirty-five professionals. This rapid expansion underscores Telstra’s significant investment in building a world-class in-house creative powerhouse. Gemma Poesaste, Head of Roam and formerly an MD at OLIVER agency, expressed her confidence that the team will reach that level.
“I’ve been privileged to establish in-house agencies for some of the globe’s most prominent brands, and I firmly believe that Telstra will rank among them as a top-tier creative operation,” Poesaste stated. “Our goal is to become the most inventive brand in this region, and to achieve that, we require an in-house creative team that propels that vision.”
The agency will focus on both performance marketing and data-driven initiatives, while together prioritizing the quality and artistry of its creative output. According to Poesaste, Roam benefits from a six-month planning cycle, fostering a more strategic and deliberate approach to campaign development.
Building on Recent Successes
This launch comes on the heels of a series of critically acclaimed marketing campaigns from Telstra.These include ‘Wherever Your Buisness Goes,’ ‘Silent Films,’ ‘Better on a Better Network,’ and ‘20,000 Dominos.’ Most notably, ‘Better on a Better Network’ was recently honored with a prestigious Cannes Grand Prix and a collection of nearly a dozen AWARD awards.
Brent smart, Telstra’s CMO, also received accolades, being named both Marketing Team and CMO of the year. This recognition highlights the company’s ongoing success in the marketing arena.
| Campaign Name | Key Features | Awards/Recognition |
|---|---|---|
| Wherever Your Business Goes | Rural Australian fairytale | Lauded for storytelling |
| Silent Films | Prosthetics & CGI, nostalgic style | Praised for originality |
| Better on a Better Network | Unique visual elements | Cannes grand Prix, AWARD awards |
| 20,000 Dominos | Intricate domino setup | Recognized for production value |
Did You Know? In-house agencies are becoming increasingly common as brands seek greater control over their creative output and reduce reliance on external agencies.
Pro Tip: When evaluating the effectiveness of an in-house agency, consider factors like creative quality, speed to market, and cost efficiency.
Will this new approach to in-house creativity pay dividends for Telstra? What impact will Roam have on the Australian marketing landscape?
The Rise of In-House Agencies
The trend towards in-house agencies reflects a broader shift in the marketing industry. Companies are recognizing the benefits of having creative talent directly integrated into their organizations. This allows for greater alignment with brand strategy, faster turnaround times, and possibly lower costs.
Though, building and maintaining a accomplished in-house agency requires significant investment in talent, technology, and infrastructure. It also demands a clear understanding of the agency’s role within the broader marketing ecosystem.
According to a recent report by The In-House Agency Council, the number of brands establishing in-house agencies has increased by 40% in the last five years, signaling a sustained and growing trend.
Frequently Asked Questions About Telstra’s Roam
- What is Telstra’s roam? Roam is Telstra’s newly launched in-house creative agency, designed to enhance the company’s marketing capabilities.
- Who is leading Roam? Gemma Poesaste, formerly an MD at OLIVER agency, is the Head of Roam.
- What are Roam’s primary focuses? Roam will concentrate on performance marketing, data analysis, and exceptional creative execution.
- What recent campaigns has Telstra been recognized for? Campaigns like ‘Better on a Better Network,’ ‘Silent Films,’ and ‘20,000 Dominos’ have garnered significant awards.
- Why are more companies creating in-house agencies? The shift is driven by a desire for greater creative control, faster turnaround times, and potential cost savings.
- How big is the Roam team currently? The Roam team has grown from 10 to 35 members since February.
- What is Telstra hoping to achieve with Roam? Telstra aims to become the most creative brand in the region through Roam’s efforts.
