Optus strives for innovation in telco marketing

This article explores how Optus, a major Australian telecommunications company, is adopting an innovation mindset for its marketing in a highly competitive but often slow-moving category.

When it comes to brand agility, big name telcos rarely come to mind. But according to Peter Macgregor, Digital Customer Engagement & Communications Director at Optus – one of Australia's biggest telecommunications companies – agility is the only way to future proof the brand in a time of constant change.

And for Optus, which has endured high-profile restructuring and job cuts in the last twelve months, the need to identify and convert opportunities quickly is even more critical.

"For me, strategic ability is really about identifying opportunities and being able to capitalise on them, but quicker than the market, your...

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