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Over the past 20 years, TELUS has strategically grown from a regional telco to a worldwide expertise powerhouse, powered by function. The TELUS model is now valued at $10.1 billion and is without doubt one of the most revered and trusted manufacturers in Canada.
The corporate is happy with this legacy however is on a relentless journey to innovate and drive continued development of the model and enterprise.
Consequently, TELUS is embarking on a transformational journey and launching a collection of invite-only RFPs. The corporate has determined to evolve the company mannequin to handle TELUS’ numerous wants throughout the advertising and marketing funnel and is looking for best-in-class company companions to affix them on this journey.
Editor of MNC, Emma Whiten, had the chance to take a seat down with Lisa Mack, Vice President of Model Advertising at TELUS, and ask questions on this new course of. Learn Lisa’s response and insights beneath:
Telus has introduced a collection of invite-only RFPs. How will the model select qualifying businesses to be invited?
We’re searching for dynamic, agile and visionary companions, who’re aligned with our function and values, to affix us in constructing a inventive, best-in-class, future-forward mannequin that leverages knowledge, insights and experience whereas cultivating a tradition of relentless innovation, to proceed elevating our world-leading model and status.
We’ve got been on this journey for a while, partaking a spectrum of stakeholders and senior leaders at TELUS who have been actively engaged as we decided the present and future wants of our Advertising ecosystem. We carried out an in depth assessment of the panorama of potential companions to develop our shortlist of businesses to ask. By reviewing business greatest practices and conducting a deep evaluation of the challenges and alternatives of our current mannequin, we recognized the foundational parts and standards required to ascertain our future mode of operations.
What are the important thing parts driving the necessity for the brand new mannequin?
The promoting, media and advertising and marketing panorama is vastly totally different than it was. The size and scope of our enterprise and campaigns, the ever-changing suite of techniques and applied sciences we make use of, and the best way we have interaction our companions have all modified dramatically because the creation of our present company mannequin.
Not solely has the business panorama developed, however TELUS has grown from a Canadian telco into a worldwide expertise firm. In the previous couple of years alone, we now have launched a brand new Agriculture and Shopper Good division, expanded TELUS Well being with the acquisition of LifeWorks, to call a number of, and we’ve continued to relentlessly infuse our Social Objective all through your entire group.
It’s due to this evolution that we’re trying to reimagine and revolutionize how we function, and the partnerships required, to satisfy the altering wants of our enterprise head-on.
How will this subsequent part be more practical in driving additional innovation for TELUS?
This subsequent part of our evolution will place us to stay on the forefront of selling communications technique and execution and drive additional innovation and effectiveness throughout our groups as we try to speed up our enterprise outcomes.
Working with best-in-class company companions, collectively we’ll evolve how we work, addressing TELUS’ numerous wants throughout the advertising and marketing funnel. Our new mannequin will embrace:
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Augmenting our roster of businesses to handle the distinctive marketing campaign wants of every enterprise unit’s tier 1 strategic and artistic work,
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Prolonged Workbench accomplice to handle our tier 2 and three inventive and manufacturing, and
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An built-in media technique & planning accomplice with a particular concentrate on enabling digital media by way of an Prolonged Workbench mannequin
Along with discovering best-in-class company companions to handle the most recent marketing campaign wants throughout the advertising and marketing funnel, we’re additionally evolving our personal inner Advertising Operations and persevering with to concentrate on main digital advertising and marketing transformation to make sure we’re optimizing how we work throughout our groups.
Via our new mannequin, we’ll convey our groups and businesses nearer collectively by leveraging inner facilities of excellence, partnered with the attain, experience and creativity of our exterior companions. This can be a massive and thrilling course of that can set our perform up for continued success in accelerating effectivity and supporting more and more sturdy enterprise outcomes as TELUS continues to increase into new verticals and territories.
Are there any specific verticals that prospects can anticipate shifting forwards?
I can’t share these particulars at this level within the RFP course of, however keep tuned!
What is going to outline success for you/TELUS in 2023?
I believe a profitable client-agency partnership has two equally vital sides to the coin – sturdy company companions with aligned values paired with a strong working mannequin on the shopper aspect. That’s why we see this subsequent evolution of our technique as a real collaboration the place each side take an energetic function in bringing it to life – and in the end driving success for the model.
As we launch into this RFP, we’re searching for dynamic, agile and visionary companions, who’re aligned with our function and values, to affix us in constructing a inventive, best-in-class, future-forward mannequin that leverages knowledge, insights and experience whereas cultivating a tradition of relentless innovation, to proceed elevating our world-leading model and status.
Inside TELUS’ advertising and marketing communications engine – we’re persevering with to evolve and guarantee we’re bringing the very best groups and construction to our partnerships. We’re evolving our method to Advertising Operations and persevering with with a relentless concentrate on Digital Advertising Transformation so as to optimize how we work throughout our groups and with our companions.
With these foundational items in place, we can greatest leverage our collective knowledge, insights and experience to not solely drive additional innovation and effectiveness but in addition proceed to raise our award-winning model, unlocking unparalleled creativity and accelerating our enterprise outcomes.
Thanks, Lisa Mack, for taking the time to reply our burning questions and share extra about this thrilling new venture. Study extra by visiting https://www.telus.com/en/
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