It wants to raise its profile with large UK corporations looking to connect to the Asia/Pacific market.
The account was won following a three-way pitch. Nelson Bostock head of tech George Coleman will lead a team of five, reporting directly to Telstra chief marketing officer Peter Hase.
The 12-month Telstra retainer represents a substantial win for Nelson Bostock, and is thought to be worth six figures.
The telecoms company recently hit the headlines in its home market for losing out on a bid to build a high-speed broadband network across regional Australia.
In addition to its Australian operations, Telstra also owns Hong Kong’s leading mobile phone operators and a lucrative real estate website in China.
Nelson Bostock recently poached two senior PROs from competitors. Simon Glazer, previously MD of tech specialists Blanc & Otus, will spearhead the agency’s corporate division (PRWeek, 29 June), while former Inferno associate director Aparna Aswani will lead Nelson Bostock’s mobile practice (PRWeek, 6 July).