Telco prepares for makeover

By Nick Smith

Friday 16th November 2001

Telecom is preparing to completely revamp its brand, with a new name to market the company here and in Australia.

Chief executive Theresa Gattung has made no secret that the company is reviewing its marketing strategy but Telecom sources told The National Business Review she planned a complete overhaul.

This would involve a new name for both Telecom and its Australian subsidiary AAPT, as the telecommunications giant revs up its transtasman operations.

Although it has spent big bucks on two lavish Saatchi & Saatchi campaigns - "Keep in touch" and "It works" - these are transitional marketing measures as Telecom prepares for a relaunch.

One reason for the planned changes is the perception of Telecom as stolid and conservative compared with its competitors. The changes will also bring all business under one name to be marketed in Australia and New Zealand.

It was due to move earlier but the Ansett debacle and the accompanying hatred of all things Kiwi in Australia pushed back the timing. But the company is still committed to a relaunch of its New Zealand and Australian business. As one high-placed Telecom source said of the anti-Kiwi sentiments across the ditch: "It's just not the time for a Kiwi company to be making a big splash right now but, strategically, time will deal to that."

AAPT is not perceived by the Australians as a New Zealand company but once the Kiwi-bashing subsides, Telecom will make its move to put all transtasman business under one name and brand.

Another issue holding up the overhaul is the question of change and whether the company is offering new services to give a name and brand change impetus.

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