FEAR & GREED | Business News Q+A: The story (and person) behind Telstra's brand transformation
Apr 2, 2026
Brent Smart, former Telstra Chief Marketing Officer who led a major brand transformation, shares the story behind reshaping a telco giant. He talks scale and creative opportunity, simplifying complex messages, building emotional memory and mental availability. He explains the ‘secured by Telstra’ metaphor for cybersecurity, balancing short- and long-term marketing, and reaching audiences in a fragmented media world.
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Mental Availability Beats Awareness
- Mental availability matters more than mere awareness for driving choice in purchase moments.
- Brent Smart says creating positive memories and emotional connections makes Telstra the brand people recall subconsciously when buying.
Lead With A Simple, Memorable Idea
- Simplify complex offerings into a single memorable idea to grab attention first, then explain and convince.
- Brent Smart advises finding an insight and visual idea because attention is scarce and persuasion comes second.
Secured By Telstra Security Convoy Metaphor
- Brent Smart's first Telstra ad used a security convoy metaphor to explain cybersecurity simply.
- The campaign showed Humvees and helicopters protecting an ordinary family SUV to signal Telstra's investment in customer protection.