Telstra Unveils โ’Roam,’ a Fully Integrated In-house Creative Agency
Telstra โhas launched Roam,a โคnew in-house agency โขdesigned toโ bolster the telecommunications giant’s marketing capabilities with a focus on both creative execution and data-driven performance. The agency’sโ debut signals a deepening commitment to internal resources as Telstra continues to deliver award-winning campaigns and navigate โa rapidly evolving media landscape.
The creation of Roam responds to a growing industry trend of brands bringing creativeโ control in-house to increase agility, foster deeper brand understanding, and optimize marketing spend.While performance marketing and data analysisโ will be central to Roam’s operations, the team will maintain a strong emphasis on โขcreative excellence, building on recent successes that haveโค garnered international recognition.โฃ This strategic move impacts Telstra’s marketing structure, agency partnerships, and the future direction of its brand storytelling.
According to recent comments at the In-House agency Council’s Summit, the team is “just as involved in making sure that the creative is excellent, the craft is excellent.” telstra’s marketing leadership has implemented a โhalf-year planning cycle, a departure from models where in-house teams simply fillโฃ gaps as needed. This proactive approach aims to โฃensureโค consistent, strategic creative development.
roam’s launch follows a period of notable creative โคachievements for โคTelstra, including the critically acclaimed campaigns ‘Wherever Your Business Goes,’ ‘Silent Films,’โข ‘Better on aโ Better Network,’ โฃand ‘20,000 Dominos.’ โNotably, ‘Better on a Betterโ Network’ earned a Cannes Grand Prix this year, alongside nearly a dozen AWARD awards in collaboration with agency partners Bear Meets Eagle on โคFire andโค +61. Telstra CMO Brent Smartโ was also โrecognized with the Marketing Team โand CMO of the Year award.