How Telstra repositioned its brand with content consumption habits

Australian telecommunications provider Telstra has been on a mission to reposition itself from telco network provider to entertainment and lifestyle company.

Australian telecommunications provider Telstra has been on a mission to reposition the company as more than simply a phone network, a move driven by CEO Andy Penn.

At the heart of this shift is changing consumer habits, particularly around the consumption of entertainment content. Entertainment is key for the business as it looks to leverage these audiences and their connected devices.

Read more about the online consumption habits of Australians here: Digital media habits of Australian entertainment consumers.

"We're thinking about experience, we're thinking about magic, we're thinking about lifestyle. We try and think about you making a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands