The WARC Podcast The Effective CMO: Telstra's Brent Smart
Sep 11, 2025
Brent Smart, the Chief Marketing Officer at Telstra, discusses the company's journey in brand evolution. He emphasizes the importance of creativity in driving commercial impact and shares how Telstra differentiates itself through unique craft and brand distinctiveness. Brent also talks about the success of the 'Wherever We Go' campaign on TikTok, the strategic shift in marketing spend towards a balanced approach, and the integration of AI in enhancing customer experiences. His agency background influences his innovative perspectives on branding and marketing effectiveness.
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Creativity Drives Commercial Impact
- Brent Smart says marketing effectiveness equals delivering commercial impact measured by growth and profit.
- He argues that being more creative reliably increases effectiveness and commercial returns.
Craft As A Differentiator
- Telstra leverages a real network advantage but focuses on brand and craft to make that rational difference felt.
- Brent sees craft as a premium differentiator in a future of abundant AI content.
The Telstra Walk Went Viral
- Telstra's animated ad 'Wherever We Go' created the viral 'Telstra walk' on TikTok with over 6,000 user videos and 22 million views.
- The trend reached schools and professional sports, showing cultural resonance with younger cohorts.