Ogilvy grabs global account for Telstra

Australian telecoms giant Telstra is to split from Nelson Bostock, turning instead to Ogilvy as its global agency.

Telstra: has offices worldwide
Telstra: has offices worldwide

Telstra, the market leader in Australia, wants to focus on key markets in Asia-Pacific, EMEA and the US.

Melissa Brown, head of marketing for Telstra International, said: 'The appointment of Ogilvy is a result of a refocus of our business, which meant we needed PR support with an on-the-ground presence in multiple markets worldwide.'

Ogilvy will handle a newly enlarged global brief after beating Weber Shandwick, Waggener Edstrom and Burson-Marsteller in a pitch process. Nelson Bostock was handling PR for the EMEA region, but did not repitch and will now no longer work on the business.

The loss of the six-figure account comes a week after Nelson Bostock Group announced plans to open a Hong Kong office. The move came too late to save the Telstra account.

Ogilvy global MD, technology, Luca Penati, said: 'We will use our offices in the UK, US, Hong Kong, China and Singapore to help build the brand outside of Australia. We want to position it as a global thought leader and will do this by raising its profile among key influencers in the media and online, and with analysts.'

Ogilvy's first focus will be in the Asia-Pacific market.

The account will be run from the London office and headed by Ogilvy UK tech head Clare Kitts.

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