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.

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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