Telstra launches new in-house agency Roam – “creative outsiders on the inside”

Telstra has announced the launch of its new in-house creative agency, Roam.

 

The agency debuted via a LinkedIn announcement, describing itself as “creative outsiders on the inside”.

“What does that even mean?

“It means we’ve roamed through agencies big and small, design shops, and global networks and brought all that experience in-house.

“The difference?

“Because we’re living the brand everyday, we get the nuances, the mess, and the real-world trade-offs. Which helps us move at the speed of culture, spot opportunities where others don’t and make work that actually lands.

“That’s the in-house advantage: ideas that grow from the inside out.”

Accompanying the launch was a short animated film introducing a new brand mascot “Roamy” produced in partnership with Mighty Nice Sydney and Electric Sheep Music.

Roam is led by Gemma Poesaste, who joined Telstra earlier this year in the role of Head of In-House Agency. Before Telstra, she spent seven years at OLIVER Agency in the UK, where the agency earned recognition such as ranking #1 in Adweek’s Fastest Growing list and inclusion in The Drum’s Honours List.

Poesaste wrote on LinkedIn: “After months of building, designing, and believing Roam has officially launched. Telstra’s new in-house creative team. An agency of creative outsiders on the inside bold enough to challenge, curious enough to explore, and united by a new mindset and mantras that keep us moving forward (52 of them to be exact). Roam stands for creativity with intent. Craft with care. Ideas that connect.

“A huge thank you to Brent Smart [Chief Marketing Officer, Telstra] for his belief in what in-house creativity can be. To Nicolas Cogels [Executive Creative Director, Roam] and the rockstar team of creatives both new and OG. You all brought Roam to life.

“The ambition is big, the energy is real, and this is just the beginning. Let’s Roam.”