#13: "Marketing Is An Ocean Of Opportunity" | Lisa Mack (TELUS)

4Ps in a Pod

🙌 We had an incredible time chatting with Lisa Mack who is the VP of Brand at Telus!
You know & love Telus as one of Canada’s largest telcos. What you might not know is that their ambitions span well beyond that into areas such as health, agriculture & sustainability. They’re on a mission to make the future friendly & have worked tirelessly over the past few decades to bring that mission to life. They’ve contributed $1.7 billion, including 2.2 million days of charities & community organizations since 2000 - more than any company in the world. 🤯
Amongst other things, Lisa helps to infuse their social purpose across consumer touchpoints & has spent the past 10 years helping to build Telus into a beloved brand. Prior to that - she proudly spent time in advertising & graduated from Waterloo with a degree in Arts/Psychology/HR.
In this episode - hear Lisa tell us (sorry, had to) about: how her team is continuing to evolve Telus’ brand platform (with the help from some cute critters 🦜🦁), the power of purpose, why she likens marketing to an ocean, her top career planning tips & the corporate buzzword that makes her cringe😅.
More specifically, Lisa shared her thoughts on the following questions:

• How would you describe what you do to a stranger? (7:15)
• What was your marketing moment? (10:19)
• What do you think you gleaned from agency experience to set you up in this current role? (16:00)
• Can you walk us through that important decision to transition to Telus? (19:15)
• Can you share more context about Telus’ mission? (21:07)
• How do you inject that purpose into your communications? (25:43)
• How do you strike the balance between purpose & price value? (30:02)
• Can you share the story behind the Telus Critters? (33:23)
• How is your team structured & qualities do you seek in marketers? (40:55)
• We put her in the hot seat! 🔥(45:59)

PS: Apologies for any audio issues on this one!