Telstra has launched its new in-house creative agency, Roam, that it describes as “creative outsiders on the inside”.

“…we’ve roamed through agencies big and small, design shops, and global networks and brought all that experience in-house,” Telstra stated in its LinkedIn announcement.

“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.”

Roam is led by Gemma Poesaste, who joined Telstra earlier this year as head of in-house agency. Before Telstra, she spent seven years at OLIVER Agency in the UK, including two years as strategy director and the final year as managing partner – solution design.  In 2020, during her tenure, the agency ranked #1 in Adweek’s Fastest Growing list and was included in The Drum’s Honours List.

A short animated film introduces a new brand mascot, Roamy, produced in partnership with Mighty Nice Sydney and Electric Sheep Music.