After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018.
Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as a disruptor in the creative industries is an excellent fit for Torrens University and its associated colleges and schools.
“Torrens University Australia is an innovative and energetic player in the Australian higher education industry, focused on a student-centric approach and delivering ‘hands-on learning’ opportunities to maximise our graduates’ employment choices,” she said.
“We were looking to collaborate with an agency with a similar mindset as we continue to expand our offering and build our brand credentials.
“We were incredibly impressed with VCCP’s’ work with ING, Purplebricks and Compare the Market, as well as their robust methodology and in-depth understanding of the challenges facing emerging brands in our industry.
“We also felt there was terrific chemistry between our brands, especially around the experience of being challengers in our respective fields.”
Commenting on the appointment, VCCP chief executive Andrew Holt said the agency is looking forward to producing a range of advertising and design materials for Torrens University throughout 2018.
“As a challenger agency, we love brands that want to challenge their categories, so we see great synergy with Torrens University Australia, both culturally and in their desire to create a distinct narrative that sets Torrens University and its programs clearly apart from others in what can sometimes be a crowded space,” he said.
“We’ve been impressed with Torrens University Australia’s recent campaigns, particularly with a focus on employability after graduation, and we look forward to increasing this momentum by fine-tuning a new brand strategy for the future.”