Telstra Unveils ’Roam,’ a Fully Integrated In-house Creative Agency
Telstra has launched Roam,a new in-house agency designed to bolster the telecommunications giant’s marketing capabilities with a focus on both creative execution and data-driven performance. The agency’s debut signals a deepening commitment to internal resources as Telstra continues to deliver award-winning campaigns and navigate a rapidly evolving media landscape.
The creation of Roam responds to a growing industry trend of brands bringing creative control in-house to increase agility, foster deeper brand understanding, and optimize marketing spend.While performance marketing and data analysis will be central to Roam’s operations, the team will maintain a strong emphasis on creative excellence, building on recent successes that have garnered international recognition. 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 half-year planning cycle, a departure from models where in-house teams simply fill gaps as needed. This proactive approach aims to ensure consistent, strategic creative development.
roam’s launch follows a period of notable creative achievements for Telstra, including the critically acclaimed campaigns ‘Wherever Your Business Goes,’ ‘Silent Films,’ ‘Better on a Better Network,’ and ‘20,000 Dominos.’ Notably, ‘Better on a Better Network’ earned a Cannes Grand Prix this year, alongside nearly a dozen AWARD awards in collaboration with agency partners Bear Meets Eagle on Fire and +61. Telstra CMO Brent Smart was also recognized with the Marketing Team and CMO of the Year award.
