Director of what?
I've just read that Telstra has appointed Mark Collis as Director of Creativity & Innovation.
A very interesting appointment. But also a confusing one.
For those who don't know, Collis is a very highly regarded advertising creative director, who was a key figure in the original Earth Hour concept.
Telstra as most everyone knows is Australia's biggest telco.
Over at Campaign Brief the comments are running hot. Most of them are advertising related as you would expect.
Which is why I'm confused.
Surely a Director of Creativity & Innovation has more important things to focus on than advertising?
In fact I'd have thought that was the role of the marketing people.
Although Collis will apparently be reporting to the Chief Marketing Officer.
This is the first time (as far as I'm aware) that an Australian company has employed a high profile creative person.
So what role will Mark Collis play at Telstra? I'd love to get your thoughts.
posted by Stan Lee at 2:57 am
4 Comments:
Must admit I thought the same thing when I read the article.
Huh? A director of what?
It'll be interesting to see what happens over the next 6 months. Though being a complete cynic I'm expecting it to be business as usual for Telstra!
xk
You know, I would have said the same thing, until I realised that Telstra are trying to harness that market. The Partycatchers events are evidence of that - trying to get young people involved in an event which is actually just one smaller campaign in a bigger marketing campaign. I get it.
and of course there's a difference between 'employing' a creative and actually using one. :D
i was chatting to one of the marketing girls from telstra yesterday, and according to her, the role is more about product development than it is marketing.
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