How creativity transformed Australia’s No.1 Telecom’s brand - Brent Smart

Brent Smart is one of the most respected marketers in the world. After spending more than 20 years in advertising, he made the rare move from agency life to become CMO of NRMA Insurance. Brent's most recent role as CMO of Telstra, Australia's largest telecommunications company, he helped transform the brand through bold, distinctive and highly effective marketing.

In this episode, Brent shares the principles behind his approach to creativity, from selling big ideas inside large organisations and drawing on academic marketing frameworks to building a culture where great work can thrive. We discuss the campaigns that defined his career, including Telstra's viral "Better on a Better Network" campaign, why humour and surprise remain powerful competitive advantages, and the unique agency model that helped Telstra consistently produce standout work.

Timestamps

00:00 - Start

01:03 - Why Brent left Telstra

02:31 - Why Brent moved in house after 20 years agency side

05:41 - How to sell a creative idea into a big organisation

11:01 - The academic frameworks to create great marketing

12:16 - Why you should look at your brands heritage

14:02 - The most successful campaign Brent did for NRMA

17:33 - How Brent won a Grand Effie

21:13 - How Brent transformed Telstra’s brand marketing