Mumbrella360: ‘The desk is a really dangerous place to do marketing from’ – Telstra’s iconic campaigns thrive on grassroots strategies

“The desk is a really dangerous place to do marketing from,” warned Telstra CMO Brent Smart during an interactive panel session at Mumbrella360 last week.

Reflecting on the telco giants’ award-winning platform, This is Footy Country, Smart stressed the importance of “getting out into local communities” to get creative.

Smart and the agency behind the iconic campaign embraced a grassroots approach to developing their strategy, immersing themselves in regional communities and engaging with footy clubs.