Brent Smart departs Telstra
Brent Smart on stage in 2024 (Mumbrella)
Brent Smart, the chief marketing officer credited with Telstra’s creative renaissance, has stepped down from the telecommunications giant after almost four years.
Smart joined Telstra in June 2022 from insurance firm IAG and has spearheaded a series of marketing wins for the telco, most notably with its viral, award-winning “Wherever We Go” campaign.
Smart’s role will be filled by Jana Kotatko, currently an executive at Telstra Retail and Regional and former CEO of the telco’s subsidiary Belong. She will have the newly expanded role of chief marketing officer and retail executive.
A Telstra spokesperson confirmed the news to Mumbrella.
“After an incredibly impactful chapter at Telstra, Brent has chosen to take some time out to recharge his creative batteries,” the spokesperson said.
“Under Brent’s four years of leadership, the brand has gone from strength to strength. Today, Telstra is one of the top 10 strongest brands in Australia and the fourth strongest telco brand in the world. We also earned the most prestigious award in advertising, the 2025 Cannes Lion Grand Prix for Film Craft. That doesn’t happen by accident.
“Brent and his team have truly transformed our brand and taken it to new heights. His legacy will continue to inspire us for years to come.”
Smart, a former advertising agency executive, is widely credited with bringing creative firepower back to Telstra, with the “Wherever We Go” campaign ranking among the top Australian ads of 2025 by multiple independent research firms.
“I’ve put everything I have into transforming the Telstra brand over the last four years and I’m proud of the impact the brand has had in the business and in the market,” Smart said in a statement provided to Mumbrella.
“I’d like to thank Telstra leadership for their faith and my team and partners for their support. I’ve decided it’s the right time to close this chapter and recharge before I take on the next challenge.”
Prior to joining Telstra, Smart led the five-year brand transformation of NRMA and previously spent a decade in the US, where he served as CEO of Saatchi & Saatchi New York and managing director of BBDO San Francisco.
Following his arrival at Telstra, Brent oversaw the telco’s adoption of a bespoke agency model under the name +61 in late 2023, which brought together creatives from independent agency Bear Meets Eagle on Fire, alongside TBWA, and media planning and buying from OMD
A year later, Telstra launched its landmark “Wherever We Go” brand platform during the AFL Grand Final in September 2024 featuring the marching mascot known as “Mick”.
The original launch video has since racked up 3.7m views on Youtube, while the broader campaign won eight Cannes Lions last year.
Earlier this month, the telco released its latest iteration of the campaign, which saw “Mick” pick up a whole new crew of companions as the telco rolls out its latest, bringing back the signature “telstrut” and the whistling seagull sidekick.
Related Content
SUBSCRIBE
Sign up to our free daily update to get the latest in media and marketing.
He’ll always have his photo with snoop dog I guess.
Jana worked at The NRMA not at IAG’s NRMA Insurance
Thanks for the correction Stephen.
A great innings
I always wondered what that advt was selling.
He’s done a brilliant job,and I look forward to seeing what he does next.
Beyond Cannes, engagement and views what did all this work and investment really drive business wise? Ie, Increased product sales, net new customer growrh, stronger customer retention or NPS? All ears….