How TELUS beats the competition to market by replatforming on content infrastructure

TELUS digital—the in-house agency for Canadian telecommunications company TELUS—serves 12 million Canadians with a team of 260. As TELUS built its digital channel, it accumulated a portfolio of homegrown and off-the-shelf technologies. Eventually, this led to a breaking point, which paved the way for the next evolution of the company’s platform and delivery methods. In an effort to deliver one-on-one marketing to customers, TELUS digital started from scratch, creating a new content platform: set of centralized tools and services that enables team members to easily add, update, and deliver content (marketing, product, and pricing), including personalization and analytics, across all their digital properties. A cornerstone of this platform is the content infrastructure, which replaced seven preexisting CMSs and content repositories.