Is Telstra the poster child of doing ‘more with less’?

Doing “more with less” has become the industry’s default refrain in recent years, to the point where marketers now present it as something of a flex, rather than an admission of shrinking budgets.

Once said through gritted teeth, the mantra has since been reframed as a move away from the excesses that once characterised advertising; the wasted dollars that came with them and a relentless fixation on proving an ad’s “effectiveness”.

While most brands keep their advertising spend opaque, Telstra demonstrates one of the clearest and most high-profile examples of “more with less” in action.