1 00:00:00,360 --> 00:00:03,640 Speaker 1: Welcome to Fear and Greed Sunday feature Michael Thompson. If 2 00:00:03,680 --> 00:00:05,920 Speaker 1: you've been watching the Olympics over the last couple of weeks, 3 00:00:05,920 --> 00:00:08,560 Speaker 1: and quite frankly, who hasn't been, you would have been 4 00:00:08,640 --> 00:00:12,719 Speaker 1: inundated with ads from some of Australia's most well known companies. 5 00:00:13,200 --> 00:00:15,840 Speaker 1: Certainly some of the most creative I reckon have belonged 6 00:00:15,880 --> 00:00:20,680 Speaker 1: to Telstra. The stop motion animations featuring animals and objects 7 00:00:20,680 --> 00:00:23,439 Speaker 1: around Australia talking about how their area is better with 8 00:00:23,480 --> 00:00:26,720 Speaker 1: the Telstra network. They're short, they're quirky, and they are 9 00:00:26,880 --> 00:00:30,520 Speaker 1: the latest effort from Telstra's Chief marketing officer, Brent Smart. 10 00:00:31,040 --> 00:00:34,600 Speaker 1: Last year, Brent joined Sean Aylmer on the podcast to 11 00:00:34,640 --> 00:00:37,879 Speaker 1: talk about what it's like looking after and promoting one 12 00:00:37,920 --> 00:00:41,519 Speaker 1: of Australia's most trusted brands. It is a great chat 13 00:00:41,680 --> 00:00:44,479 Speaker 1: from April of twenty twenty three and a good one 14 00:00:44,560 --> 00:00:47,159 Speaker 1: to revisit now after the flood of Telstra ads over 15 00:00:47,200 --> 00:00:50,240 Speaker 1: the last few weeks and head of the telco reporting 16 00:00:50,240 --> 00:00:52,360 Speaker 1: its results this coming week as well, which we'll see 17 00:00:52,360 --> 00:00:54,760 Speaker 1: it back in the news. I hope you enjoy it. 18 00:01:00,000 --> 00:01:02,880 Speaker 2: Welcome to the Fear and Greed Daily interview. I'm Sean Aelman. 19 00:01:03,200 --> 00:01:06,399 Speaker 2: When you think of Australia's most recognizable brands, a few 20 00:01:06,440 --> 00:01:10,480 Speaker 2: household names come to mind, Quants, well Worths, maybe Bunning's 21 00:01:10,520 --> 00:01:14,600 Speaker 2: even and of course Telstra. The telco is the country's 22 00:01:14,640 --> 00:01:18,560 Speaker 2: most widely held stock, with well over a million shareholders, 23 00:01:18,840 --> 00:01:21,080 Speaker 2: and those shareholders would have been happy lately, with the 24 00:01:21,120 --> 00:01:24,640 Speaker 2: share price hitting its highest point in years. Investors like 25 00:01:24,720 --> 00:01:27,119 Speaker 2: the fact that the rollout and integration of the national 26 00:01:27,160 --> 00:01:30,840 Speaker 2: broadband network is now complete. Telstra isn't struggling against that 27 00:01:30,959 --> 00:01:34,080 Speaker 2: structural headwind. So as the telco enters this new era, 28 00:01:34,520 --> 00:01:36,880 Speaker 2: what are its priorities and how does it convey these 29 00:01:36,880 --> 00:01:40,559 Speaker 2: to the shareholders and the Australian public More broadly. Brent 30 00:01:40,640 --> 00:01:44,120 Speaker 2: Smart is the chief marketing officer at Telstra. Brent, welcome 31 00:01:44,120 --> 00:01:44,800 Speaker 2: to Fear and Greed. 32 00:01:45,160 --> 00:01:46,360 Speaker 3: Hi guys, thanks for having me. 33 00:01:46,840 --> 00:01:49,960 Speaker 2: So you took the job on last September. September, this 34 00:01:50,080 --> 00:01:51,840 Speaker 2: has to be one of the biggest jobs in marketing, 35 00:01:51,960 --> 00:01:52,920 Speaker 2: surely Telstra. 36 00:01:53,880 --> 00:01:57,000 Speaker 3: Yes, it's fairly large. It's a big brand, it's a 37 00:01:57,360 --> 00:02:00,440 Speaker 3: big business, it's a big marketing team, and you know 38 00:02:00,480 --> 00:02:02,560 Speaker 3: there are lots of opportunities. I always say it's a 39 00:02:02,600 --> 00:02:05,320 Speaker 3: big creative canvas. You know, there's just so many opportunities 40 00:02:05,360 --> 00:02:08,240 Speaker 3: to do interesting things with the brand, So yeah, it's 41 00:02:08,280 --> 00:02:09,360 Speaker 3: exciting to be on board. 42 00:02:09,840 --> 00:02:12,080 Speaker 2: How do you get your head around all the different 43 00:02:12,160 --> 00:02:17,560 Speaker 2: aspects of the company and then prioritize where it might 44 00:02:17,600 --> 00:02:20,079 Speaker 2: be spend it might be resourcing that type of thing 45 00:02:20,120 --> 00:02:20,920 Speaker 2: comes from. 46 00:02:21,320 --> 00:02:23,920 Speaker 3: Yeah, it's definitely, you know, you need to understand the 47 00:02:24,000 --> 00:02:27,480 Speaker 3: category and the business and frankly, the acronyms, there's plenty 48 00:02:27,480 --> 00:02:31,120 Speaker 3: of them in telcos. But ultimately, you know, as a marketer, 49 00:02:31,320 --> 00:02:34,640 Speaker 3: you're always trying to find a simple way of communicating 50 00:02:34,680 --> 00:02:38,000 Speaker 3: things to the consumer. So that's always part of your process. Right, 51 00:02:38,000 --> 00:02:40,120 Speaker 3: how can I reduce this down? How can I find 52 00:02:40,160 --> 00:02:43,240 Speaker 3: the insight here? How can I find a simple idea 53 00:02:43,280 --> 00:02:46,760 Speaker 3: that really communicates? Because you know, we're all going about 54 00:02:46,800 --> 00:02:49,520 Speaker 3: our busy lives and the first job is how do 55 00:02:49,520 --> 00:02:52,000 Speaker 3: I get someone's attention? And then the second job becomes 56 00:02:52,320 --> 00:02:54,000 Speaker 3: how do I explain this to them? How do I 57 00:02:54,040 --> 00:02:56,040 Speaker 3: convince them? But that's a second job, right. The first 58 00:02:56,080 --> 00:02:59,040 Speaker 3: job is got to get their attention and got to 59 00:02:59,040 --> 00:03:01,320 Speaker 3: get them to remember some So ultimately you've got to 60 00:03:01,320 --> 00:03:02,680 Speaker 3: find a way to really simplify it. 61 00:03:03,080 --> 00:03:06,079 Speaker 2: Okay, Now I'm not a marketer in any sense whatsoever. 62 00:03:06,440 --> 00:03:09,040 Speaker 2: So you're talking about brand and recognition is that first step. 63 00:03:09,080 --> 00:03:11,360 Speaker 2: So everyone would know Tellsterra the brand. Not everyone, but 64 00:03:11,400 --> 00:03:13,080 Speaker 2: you know, ninety nine percent of the population would know 65 00:03:13,080 --> 00:03:15,919 Speaker 2: Tells the brand. How do you get them to act 66 00:03:15,960 --> 00:03:16,240 Speaker 2: on it? 67 00:03:16,960 --> 00:03:18,720 Speaker 3: Yeah, Well, there's been a lot of you know, we 68 00:03:18,760 --> 00:03:22,320 Speaker 3: call it marketing science that's happened over the years. And 69 00:03:22,800 --> 00:03:25,680 Speaker 3: what's really important for any brand is this concept of 70 00:03:25,720 --> 00:03:29,120 Speaker 3: mental availability. So what that means is when I think 71 00:03:29,240 --> 00:03:32,240 Speaker 3: of a certain category or product, I think of your 72 00:03:32,280 --> 00:03:35,760 Speaker 3: brand first. So you might have really good awareness, but 73 00:03:35,800 --> 00:03:37,880 Speaker 3: it's how you convert that awareness of something stronger, which 74 00:03:37,920 --> 00:03:39,720 Speaker 3: is as I said this, I did mental availability, and 75 00:03:39,720 --> 00:03:44,080 Speaker 3: that's about creating positive memories. It's about creating emotional connection, 76 00:03:44,640 --> 00:03:46,560 Speaker 3: all things that sort of happened in the subconscious that 77 00:03:46,600 --> 00:03:49,400 Speaker 3: we don't really think about rationally. But then when we 78 00:03:49,440 --> 00:03:52,360 Speaker 3: actually do come to a purchase situation, we're able to 79 00:03:52,400 --> 00:03:55,360 Speaker 3: draw on those memories and draw on those emotional feelings 80 00:03:55,360 --> 00:03:57,360 Speaker 3: towards the brand, and it does influence us in a 81 00:03:57,360 --> 00:04:00,200 Speaker 3: big way. It's just happening in a subconscious what we 82 00:04:00,240 --> 00:04:03,080 Speaker 3: tend to do as consumers is we tend to rationalize 83 00:04:03,120 --> 00:04:05,280 Speaker 3: those purchases and make it feel like a much more 84 00:04:05,360 --> 00:04:09,160 Speaker 3: rational process than it really is. So the power of memories, 85 00:04:09,200 --> 00:04:12,080 Speaker 3: the power of emotions. It sounds a bit flaky, but 86 00:04:12,120 --> 00:04:14,080 Speaker 3: it's actually incredibly powerful for brands. 87 00:04:14,800 --> 00:04:16,359 Speaker 2: One of the taglines I think was one of your 88 00:04:16,440 --> 00:04:19,240 Speaker 2: first commercials that you released at CMO was the Secured 89 00:04:19,279 --> 00:04:23,479 Speaker 2: by Telstra line that's all about cybersecurity and the need 90 00:04:23,880 --> 00:04:27,200 Speaker 2: to protect that. That's an example, I presume, yeah, and 91 00:04:27,240 --> 00:04:27,640 Speaker 2: I think. 92 00:04:27,520 --> 00:04:30,159 Speaker 3: What's interesting with that commercially, Yes, that was my first 93 00:04:30,200 --> 00:04:33,000 Speaker 3: commercial at Telstra, so that was a pretty big deal 94 00:04:33,040 --> 00:04:35,400 Speaker 3: for me. But what I think is about that one 95 00:04:35,440 --> 00:04:38,719 Speaker 3: is we found a metaphor to talk about cybersecurity. 96 00:04:38,720 --> 00:04:40,600 Speaker 4: And it comes out to the point of made earlier that. 97 00:04:40,680 --> 00:04:44,400 Speaker 3: We're looking for simple, visual, powerful ways to kind of 98 00:04:44,400 --> 00:04:48,039 Speaker 3: talk about what can be pretty complicated topics like cybersecurity. 99 00:04:48,080 --> 00:04:48,960 Speaker 4: So we come up with that. 100 00:04:48,880 --> 00:04:54,680 Speaker 3: Metaphor of this sort of security convoy, humbes, SUVs, even helicopters, 101 00:04:55,160 --> 00:04:59,120 Speaker 3: all protecting not a presidential you know, cavalcade like you 102 00:04:59,200 --> 00:05:02,400 Speaker 3: might expect, but but protecting just your average family suv 103 00:05:02,520 --> 00:05:06,400 Speaker 3: being the metaphor for how much effort, how much investment 104 00:05:06,600 --> 00:05:09,960 Speaker 3: and how much technology Telstra puts into protecting its customers. 105 00:05:10,000 --> 00:05:11,760 Speaker 4: And it's something that really impressed me when I joined 106 00:05:11,760 --> 00:05:12,200 Speaker 4: the company. 107 00:05:12,279 --> 00:05:15,240 Speaker 3: It's something we take very seriously and just really wanted 108 00:05:15,240 --> 00:05:17,640 Speaker 3: to come up with a way to communicate that that 109 00:05:17,800 --> 00:05:21,640 Speaker 3: was really powerful. But ultimately, when you are talking about 110 00:05:21,640 --> 00:05:25,200 Speaker 3: a topic like cybersecurity, it's really important that the customer 111 00:05:25,279 --> 00:05:28,160 Speaker 3: understands that they also have to do some work themselves 112 00:05:28,200 --> 00:05:30,760 Speaker 3: to be protected. Right Like we can't protect everyone, they 113 00:05:30,800 --> 00:05:32,840 Speaker 3: also need to do a little bit of work in 114 00:05:32,920 --> 00:05:34,800 Speaker 3: terms of you thinking about their passwords, thing about how 115 00:05:34,800 --> 00:05:37,039 Speaker 3: they can protect themselves as well. So it's really about 116 00:05:37,080 --> 00:05:40,719 Speaker 3: starting a conversation, getting some awareness going, and ultimately getting 117 00:05:40,760 --> 00:05:43,159 Speaker 3: people to take the steps they need to to be 118 00:05:43,200 --> 00:05:43,840 Speaker 3: more protected. 119 00:05:44,680 --> 00:05:50,840 Speaker 2: Say with me, Brent, we'll be back in a minute. 120 00:05:52,279 --> 00:05:55,280 Speaker 2: I guess this morning is Brent Smart, Chief Marketing Officer 121 00:05:55,400 --> 00:05:59,320 Speaker 2: at Telstra. When you have a big ship like Telstra, 122 00:05:59,440 --> 00:06:02,719 Speaker 2: and particularly one that has been through enormous change, structural 123 00:06:02,800 --> 00:06:05,760 Speaker 2: change in terms of your former CEO, what he did 124 00:06:05,760 --> 00:06:09,039 Speaker 2: around jobs and things like that, the NBN rollout, which 125 00:06:09,040 --> 00:06:12,359 Speaker 2: is now complete, is it difficult to change the world's 126 00:06:12,440 --> 00:06:15,080 Speaker 2: view of Telstra though, because right now you probably do 127 00:06:15,240 --> 00:06:19,000 Speaker 2: well according to investment analysts, you have some clear air 128 00:06:19,160 --> 00:06:21,719 Speaker 2: in front, hopefully for the company and hopefully for shareholders. 129 00:06:21,720 --> 00:06:24,839 Speaker 2: That's the case. Is it hard to change people's perception? 130 00:06:25,680 --> 00:06:29,880 Speaker 3: It definitely means you have some entrenched perceptions because Telsha's 131 00:06:29,880 --> 00:06:32,839 Speaker 3: been around for a long time. You know, Telsha has 132 00:06:32,960 --> 00:06:36,039 Speaker 3: had many customers who are now non customers, you know, 133 00:06:36,160 --> 00:06:37,120 Speaker 3: because for different. 134 00:06:36,839 --> 00:06:38,360 Speaker 4: Reasons they've left or whatever. 135 00:06:38,760 --> 00:06:41,760 Speaker 3: So there are quite strong entrenched perceptions of the brand 136 00:06:41,800 --> 00:06:43,800 Speaker 3: which are harder to move than say a brand new 137 00:06:43,800 --> 00:06:47,320 Speaker 3: brand which doesn't have any perceptions whatsoever. But the flip 138 00:06:47,360 --> 00:06:51,640 Speaker 3: side is there's an enormous advantage to being big. So 139 00:06:52,000 --> 00:06:55,080 Speaker 3: again drawing on marketing science and some of the research 140 00:06:55,080 --> 00:06:57,320 Speaker 3: has been done, if you look at what is the 141 00:06:57,360 --> 00:07:01,680 Speaker 3: biggest multiplier of ROI and marketing, it's the size of 142 00:07:01,680 --> 00:07:03,840 Speaker 3: the brand. It just gives you such an advantage in 143 00:07:03,920 --> 00:07:07,920 Speaker 3: terms of being remembered, in terms of being trusted. Brand 144 00:07:07,960 --> 00:07:10,520 Speaker 3: size is massive, So there's a big advantage in being 145 00:07:10,720 --> 00:07:13,680 Speaker 3: sort of big and established. But there's also that downside 146 00:07:13,680 --> 00:07:16,360 Speaker 3: that you also have a bunch of really entrenched views. 147 00:07:16,360 --> 00:07:18,240 Speaker 4: A lot of people have made up their minds. 148 00:07:17,880 --> 00:07:21,120 Speaker 3: About your brand and that is definitely hard to move, 149 00:07:21,200 --> 00:07:23,080 Speaker 3: but you know, it's something that we're working on, and 150 00:07:23,360 --> 00:07:25,560 Speaker 3: you know, we want to have a very strong brand 151 00:07:25,600 --> 00:07:27,640 Speaker 3: reputation at Telsha. We want to be one of the 152 00:07:27,680 --> 00:07:29,960 Speaker 3: top brands in the country when it comes to brand reputation. 153 00:07:30,040 --> 00:07:32,400 Speaker 4: That's something we're working really hard on at the moment. 154 00:07:32,920 --> 00:07:34,840 Speaker 2: How do you work out where to spend your money? 155 00:07:34,840 --> 00:07:37,520 Speaker 2: And I know that's kind of very complex question, but 156 00:07:37,720 --> 00:07:42,160 Speaker 2: for our listeners, given the shift in consumption and how 157 00:07:42,240 --> 00:07:46,920 Speaker 2: people view things, see things, consume media, etc. How do 158 00:07:46,920 --> 00:07:47,880 Speaker 2: you work all that out? 159 00:07:48,400 --> 00:07:52,240 Speaker 3: Yeah, Look, it is incredibly scientific. There's a lot of 160 00:07:52,320 --> 00:07:54,520 Speaker 3: data that goes into it, and we certainly rely on 161 00:07:54,600 --> 00:07:57,160 Speaker 3: our media agencies who are absolute experts in it. But 162 00:07:57,880 --> 00:08:00,280 Speaker 3: two real principles that I tend to think about. The 163 00:08:00,320 --> 00:08:02,800 Speaker 3: first one is you need to have a balance between 164 00:08:03,160 --> 00:08:06,400 Speaker 3: the long term marketing effects on the short term. So 165 00:08:06,440 --> 00:08:07,440 Speaker 3: the short term is pretty simple. 166 00:08:07,520 --> 00:08:08,240 Speaker 4: Right, if you're on the. 167 00:08:08,160 --> 00:08:10,720 Speaker 3: Market right now for a phone, you know, we want 168 00:08:10,760 --> 00:08:12,680 Speaker 3: to make sure that we get a message in front 169 00:08:12,680 --> 00:08:15,520 Speaker 3: of you at the right time and you know, increase 170 00:08:15,560 --> 00:08:19,040 Speaker 3: the chances that we will convert that demand that you 171 00:08:19,120 --> 00:08:22,280 Speaker 3: have right now right, that's a short term marketing impact, 172 00:08:22,360 --> 00:08:23,480 Speaker 3: and that's super important. 173 00:08:23,320 --> 00:08:24,520 Speaker 4: But what you also need to. 174 00:08:24,480 --> 00:08:27,520 Speaker 3: Think about is in any category, but particularly a category 175 00:08:27,640 --> 00:08:30,880 Speaker 3: like telcos, people aren't shopping every single day for a 176 00:08:30,880 --> 00:08:33,840 Speaker 3: new phone or for a new home internet service. And 177 00:08:33,880 --> 00:08:36,200 Speaker 3: what we want to try and do to maximize the 178 00:08:36,240 --> 00:08:39,040 Speaker 3: impact of our marketing is also be doing some long 179 00:08:39,120 --> 00:08:42,440 Speaker 3: term marketing that builds future demands. So in other words, 180 00:08:43,400 --> 00:08:45,439 Speaker 3: people aren't in the market today, but they're going to 181 00:08:45,440 --> 00:08:48,280 Speaker 3: be in the market sometime next month, three months, a year, 182 00:08:48,360 --> 00:08:50,840 Speaker 3: who knows when, And we want to be talking to 183 00:08:50,840 --> 00:08:52,880 Speaker 3: them in a way that our brand connects with them, 184 00:08:53,200 --> 00:08:54,960 Speaker 3: and our brand is more likely to be chosen by 185 00:08:55,000 --> 00:08:56,840 Speaker 3: then when they do get in market. And that's the 186 00:08:56,880 --> 00:08:59,880 Speaker 3: real art of budgeting and media planning is how do 187 00:08:59,920 --> 00:09:02,680 Speaker 3: I get the balance up between the short term, immediate 188 00:09:03,040 --> 00:09:04,840 Speaker 3: you know, affects I want to drive versus the longer 189 00:09:04,920 --> 00:09:07,679 Speaker 3: term brand building which creates that future demound and creates 190 00:09:07,679 --> 00:09:09,440 Speaker 3: that long term growth. So that's the first thing, getting 191 00:09:09,480 --> 00:09:11,959 Speaker 3: the balance rup between those, and then the second change, 192 00:09:11,960 --> 00:09:14,320 Speaker 3: as you rightly said, and you know in the question, 193 00:09:14,760 --> 00:09:17,600 Speaker 3: it's harder to buy reach than ever. People are harder 194 00:09:17,600 --> 00:09:19,880 Speaker 3: to reach that you know, media is really fragmented, so 195 00:09:20,320 --> 00:09:24,520 Speaker 3: you really need a screen strategy which isn't just about television, 196 00:09:24,520 --> 00:09:28,920 Speaker 3: but it's about beverd, streaming, digital, all these other ways 197 00:09:28,920 --> 00:09:31,200 Speaker 3: that we can now reach the consumer, and you really 198 00:09:31,240 --> 00:09:34,600 Speaker 3: need to think about how you're building reach across multiple 199 00:09:34,600 --> 00:09:37,320 Speaker 3: screens because you can't just buy TV ad like you 200 00:09:37,440 --> 00:09:37,720 Speaker 3: used to. 201 00:09:38,920 --> 00:09:43,160 Speaker 2: Is it easier or harder to reach people now than 202 00:09:43,200 --> 00:09:45,280 Speaker 2: twenty years ago based on what you just said. 203 00:09:45,160 --> 00:09:50,000 Speaker 3: Then harder, But it's also incredibly exciting because there are 204 00:09:50,040 --> 00:09:53,000 Speaker 3: so many new and different platforms and ways we can 205 00:09:53,040 --> 00:09:55,400 Speaker 3: reach them. So like in terms of sort of innovation, 206 00:09:55,600 --> 00:09:57,720 Speaker 3: it's incredibly exciting and there's all sorts of things we 207 00:09:57,720 --> 00:09:59,439 Speaker 3: could do that we could never do in the past. 208 00:10:00,000 --> 00:10:01,920 Speaker 3: We also get an immediate reaction when you do things 209 00:10:01,960 --> 00:10:03,400 Speaker 3: now that interviews do in the past. 210 00:10:03,760 --> 00:10:05,480 Speaker 4: But it's definitely harder. 211 00:10:05,520 --> 00:10:08,160 Speaker 3: You can't just buy a Sunday night TV spot and 212 00:10:08,200 --> 00:10:10,400 Speaker 3: reach half the population like you used to be able 213 00:10:10,440 --> 00:10:12,520 Speaker 3: to do. It is harder to build that reach. But 214 00:10:12,640 --> 00:10:15,680 Speaker 3: ultimately my answer that is always this is why we 215 00:10:15,760 --> 00:10:19,040 Speaker 3: need to be incredibly creative because there's never been more 216 00:10:19,080 --> 00:10:21,960 Speaker 3: content in the world, and yet every single consumer that 217 00:10:22,000 --> 00:10:24,920 Speaker 3: I ever hear talk in a focus group says I've 218 00:10:24,920 --> 00:10:29,080 Speaker 3: got no time, so infinite content no time. There's only 219 00:10:29,080 --> 00:10:31,040 Speaker 3: a very small amount of content that we spend our 220 00:10:31,080 --> 00:10:33,400 Speaker 3: time with, and so you want to be one of 221 00:10:33,440 --> 00:10:35,319 Speaker 3: those pieces of content, one of those ads, one of 222 00:10:35,360 --> 00:10:38,480 Speaker 3: those brands that demands the attention to people, So you 223 00:10:38,520 --> 00:10:39,480 Speaker 3: better do something creative. 224 00:10:39,920 --> 00:10:42,600 Speaker 2: I think Matt Tasri has always sort of interested me. 225 00:10:42,720 --> 00:10:45,840 Speaker 2: You have so many shareholders, mean more than a million shareholders, 226 00:10:45,840 --> 00:10:47,480 Speaker 2: many of those mums and dads, and that's as a 227 00:10:47,480 --> 00:10:51,040 Speaker 2: result of it previously being owned by the government. Do 228 00:10:51,080 --> 00:10:54,760 Speaker 2: you think much about shareholders when you market? You obviously 229 00:10:54,800 --> 00:10:58,080 Speaker 2: market to customers, but many of those customers are actually shareholders. 230 00:10:58,880 --> 00:11:00,000 Speaker 4: Yes, it is. 231 00:11:00,000 --> 00:11:01,960 Speaker 3: That's a unique thing about Tulsa. It was true for 232 00:11:02,040 --> 00:11:04,920 Speaker 3: my last job too. I was CMO at IAG, which 233 00:11:04,960 --> 00:11:08,440 Speaker 3: also has a very big retail shareholding. You know, when 234 00:11:08,480 --> 00:11:10,880 Speaker 3: the NRMA was mutualized, it create a whole bunch of 235 00:11:10,920 --> 00:11:13,599 Speaker 3: mom and dawn shareholders as well. I think look, ultimately, 236 00:11:14,040 --> 00:11:17,080 Speaker 3: as a marketer, you're always thinking about what's right for 237 00:11:17,120 --> 00:11:19,440 Speaker 3: the business, and what's right for the business is what's 238 00:11:19,520 --> 00:11:24,320 Speaker 3: right for stakeholders like investors and shareholders. Ultimately, shareholders want growth. 239 00:11:24,679 --> 00:11:26,920 Speaker 3: You know, we've got a strategy called T twenty five 240 00:11:26,960 --> 00:11:28,960 Speaker 3: which we've launched publicly and we've talked a lot about 241 00:11:29,040 --> 00:11:31,480 Speaker 3: which is all about growth, and you've seen the early 242 00:11:32,240 --> 00:11:34,400 Speaker 3: results of that look pretty good. So you know, if 243 00:11:34,440 --> 00:11:36,920 Speaker 3: we can drive growth, then I think shareholders are going 244 00:11:37,000 --> 00:11:39,760 Speaker 3: to be happy. And that's sort of our role in 245 00:11:39,840 --> 00:11:42,760 Speaker 3: marketing is marketing is a growth engine for companies and 246 00:11:42,840 --> 00:11:45,000 Speaker 3: we're really focused on how we can help support that 247 00:11:45,160 --> 00:11:47,240 Speaker 3: T twenty five growth strategy of Telstras. 248 00:11:47,679 --> 00:11:50,440 Speaker 2: So can we see more cracking ads like Secured by Telstra? 249 00:11:50,520 --> 00:11:52,920 Speaker 2: I love that ad. We saw that, all the hardware 250 00:11:52,960 --> 00:11:55,120 Speaker 2: appearing and things like that. More of that in the 251 00:11:55,120 --> 00:11:56,119 Speaker 2: next few years. 252 00:11:56,000 --> 00:11:57,080 Speaker 4: Yeah, I hope, So, I hope. 253 00:11:57,120 --> 00:11:59,240 Speaker 3: So. Like I said at the outset, I think it's 254 00:11:59,280 --> 00:12:02,600 Speaker 3: a big creative canvas at Tel Austra, there's lots of 255 00:12:03,440 --> 00:12:06,080 Speaker 3: fantastic products experiences that we can talk about, and I 256 00:12:06,120 --> 00:12:09,280 Speaker 3: think there's always a need, no matter what brand you are, 257 00:12:09,800 --> 00:12:11,880 Speaker 3: to be creative if you want to have any chance 258 00:12:11,920 --> 00:12:13,920 Speaker 3: of standing out and being noticed. So yeah, we definitely 259 00:12:13,920 --> 00:12:16,720 Speaker 3: want to keep bringing creative storytelling to the brand and 260 00:12:16,840 --> 00:12:20,160 Speaker 3: really thinking about how we can turn up in unexpected 261 00:12:20,160 --> 00:12:23,480 Speaker 3: ways because we can't take that huge awareness we have 262 00:12:24,040 --> 00:12:26,320 Speaker 3: for granted. We've got to earn attention with everything we do. 263 00:12:26,400 --> 00:12:29,400 Speaker 3: So yes, yes, hopefully you'll see more of that sort 264 00:12:29,400 --> 00:12:31,080 Speaker 3: of creative storytelling approach come through. 265 00:12:31,480 --> 00:12:33,679 Speaker 2: Well, good luck with a job brand. It certainly is 266 00:12:33,720 --> 00:12:36,040 Speaker 2: in terms of CMAS. It's about as good as job 267 00:12:36,360 --> 00:12:38,800 Speaker 2: as you can get on the Australian landscape. And some 268 00:12:38,840 --> 00:12:42,520 Speaker 2: of your predecessors have been truly tremendous marketers. So good 269 00:12:42,600 --> 00:12:44,160 Speaker 2: luck with it, and thank you very much for talking 270 00:12:44,160 --> 00:12:44,880 Speaker 2: to Fear and Greed. 271 00:12:45,280 --> 00:12:46,199 Speaker 3: Yeah, thanks for having me. 272 00:12:46,240 --> 00:12:47,240 Speaker 4: It's been fun. Cheers. 273 00:12:47,640 --> 00:12:50,800 Speaker 2: That was Brent Smart, chief marketing officer at Telstrom. This 274 00:12:50,920 --> 00:12:53,040 Speaker 2: is the Fear and Greed Daily Interview. Join us every 275 00:12:53,040 --> 00:12:55,520 Speaker 2: morning for the full episode of Fear and Greed, Australia's 276 00:12:55,559 --> 00:12:59,040 Speaker 2: most popular business podcast. I'm Sean Elmer. Enjoy your day. 277 00:13:00,080 --> 00:13:01,800 Speaker 2: The pots are mean.