Love, Hate, Create
Brent Smart - CMO, Telstra
Dec 28, 2023
Brent Smart, CMO of Telstra, shares insights on marketing and advertising. He discusses creating conditions for great ideas, his experience transforming NRMA Insurance, and the challenges of network agencies. He also emphasizes the need for a new agency model that combines independent agencies and network agencies for better results.
45:14
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Quick takeaways
- Create a culture that is hard on the work but kind to the people to foster creativity.
- A new agency model that combines the strengths of independent creative agencies and network agencies can lead to better results.
Deep dives
Creating a New Agency Model
Brent Smart, CMO of Telstra, discusses their new agency model called Plus Six One. It is an equal partnership between independent agency Bare Meets Eagle on Fire and network agency TBWA. The model aims to combine the creativity of a small independent agency with the resources and capabilities of a larger network agency. They started with a focus on building a culture that values creativity and then developed ways of working that support this vision. The goal is to have the best of both worlds and create great work without compromising on creativity or efficiency.
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