How creativity transformed Australia’s No.1 Telecom’s brand - Brent Smart

Brent Smart is one of the most respected marketers in the world. After spending more than 20 years in advertising, he made the rare move from agency life to become CMO of NRMA Insurance. Brent's most recent role as CMO of Telstra, Australia's largest telecommunications company, he helped transform the brand through bold, distinctive and highly effective marketing.

In this episode, Brent shares the principles behind his approach to creativity, from selling big ideas inside large organisations and drawing on academic marketing frameworks to building a culture where great work can thrive. We discuss the campaigns that defined his career, including Telstra's viral "Better on a Better Network" campaign, why humour and surprise remain powerful competitive advantages, and the unique agency model that helped Telstra consistently produce standout work.

Timestamps

00:00 - Start
01:03 - Why Brent left Telstra
02:31 - Why Brent moved in house after 20 years agency side
05:41 - How to sell a creative idea into a big organisation
11:01 - The academic frameworks to create great marketing
12:16 - Why you should look at your brands heritage
14:02 - The most successful campaign Brent did for NRMA
17:33 - How Brent won a Grand Effie
21:13 - How Brent transformed Telstra’s brand marketing
26:08 - The Telstra Walk - the viral campaign
32:39 - Using humour to cut through
35:00 - The power of surprise and consistency
37:41 - The unique agency model that helped Telstra create cuthrough work
40:02 - Why craft is so important in 2026
42:44 - How to build a creative culture
47:11 - How to be a great CMO

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Thank you to our sponsors System1 and HubSpot

Download System1's creator effectiveness report here:
https://system1group.com/the-creator-effectiveness-playbook

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https://www.hubspot.com/products/aeo