Over the past two decades, TELUS has grown professionally from a regional telco to a global, purpose-driven technology giant. The TELUS brand is now valued at $10.1 billion and is one of Canada’s most respected and trusted brands.
The company is proud of this heritage but is on a constant journey to innovate and drive brand and business growth.
As a result, TELUS is embarking on a transformational journey with the launch of several invitation-only RFPs. The company has decided to change the organizational model to meet the diverse needs of TELUS across all marketing channels and is looking for the best business partners to join them on this journey.
MNC Editor, Emma Whiten, had the opportunity to sit down with Lisa Mack, Vice President of Brand Marketing at TELUS, and ask questions about the new strategy. Read Lisa’s answers and insights below:
Telus has announced several invitation-only RFPs. How will the brand choose the right organizations to be invited?
We are looking for strong, mature and visionary partners, who share our goals and beliefs, to join us in building a modern, cutting-edge, future-proof model that uses data, intelligence and technology to grow culture. of endless innovation, to continue to elevate our brand and our world-leading reputation.
We’ve been on this journey for a while, talking with many of the TELUS leaders who were busy identifying the current and future needs of the Marketing Ecosystem. We did a thorough review of potential partners to come up with our shortlist of organizations to invite. By looking at industry best practices and critically examining the challenges and opportunities of our current model, we have identified the fundamentals and processes needed to shape our future practices.
What are the key factors that make a new brand important?
Advertising, media and marketing are very different than before. The size and scope of our business and campaigns, the strategies we use regularly and the technologies we use, and the way we communicate with our partners have changed significantly since we created our current form.
Not only has the corporate landscape changed, but TELUS has grown from a Canadian telco to a global technology company. In the past few years, we have launched a new Agriculture and Consumer Good division, expanded TELUS Health and acquired LifeWorks, to name a few, and have continued to advance our Social Purpose across the organization.
It is because of this evolution that we are looking to rethink and change the way we work, and the relationships we need, to meet the needs of our business.
How will this next step help improve TELUS’s innovation?
The next step in our evolution will put us at the forefront of marketing communications and action and drive innovation and effectiveness across our teams as we strive to improve our business.
By working with top-tier organizations, we will all adapt the way we work, to meet the diverse needs of TELUS in the marketing process. Our new model will include:
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Expanding our team of agencies to manage the unique needs of each business’s tier 1 business community in terms of technology and expertise,
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Additional Workbench Assistant to oversee our 2nd and 3rd grade manufacturing and production, and
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An integrated media strategy & planning partner focused on supporting social media through the Extended Workbench model
In addition to finding the best partners to meet the latest marketing needs, we are also developing our internal Marketing Services and continuing to focus on the evolution of digital marketing to ensure that we meet the demands of our operations. our teams.
Through our new model, we will bring together our teams and neighboring organizations using the best internal space, combined with the reach, expertise and skills of our external partners. This is a huge and exciting initiative that will position our work to continue to excel in accelerating efficiency and supporting strong business results as TELUS continues to expand into new territories and territories.
Are there standing orders that customers can expect moving forward?
I can’t share this yet in the RFP process, but stay tuned!
What will mean success for you/TELUS in 2023?
I think a successful client relationship has two key financial aspects – strong organizations with similar values combined with a strong model of working on the client side. That’s why we see the next evolution of our approach as a true partnership where all parties play a key role in bringing to life – and managing the brand.
As we launch this RFP, we are looking for dynamic, mature and visionary partners, who are aligned with our goals and beliefs, to join us in building a creative, high-quality, future-proof model that uses data, intelligence and expertise while fostering a culture of relentless innovation, to continue to enhance our brand and our world-leading reputation.
Within the TELUS communications engine – we continue to evolve and ensure we bring the best teams to our partnership. We are changing our Marketing strategy and continuing to focus on Digital Marketing Transformation to improve the way we work within our teams and with our partners.
With these foundational pieces in place, we will be able to leverage all of our data, intelligence and technology to not only improve efficiency and effectiveness but also continue to elevate our winning brand, unlock unparalleled innovation and drive our business forward.
Thank you, Lisa Mack, for taking the time to answer our burning questions and share information about this new project. Learn more by visiting https://www.telus.com/en/
