Publicis’ Spark Foundry has announced its appointment to manage the media strategy, planning and buying responsibilities for Macquarie University, which is ranked among the top one per cent of universities in the world.
Following a competitive pitch, Spark Foundry will commence work on the account effective immediately.
Targeting an audience of high school students from year 10 to year 12, as well as non-school leavers, parents and post-graduate potentials, the agency will lead a full-funnel approach, from brand building, through to recruitment and recommendation – launching various campaigns throughout the year.
Elizabeth Horbach, Macquarie University chief marketing officer, said: “We are delighted to be partnering with Spark Foundry Australia. Their response to the pitch was impeccable. In particular, we valued their data-driven approach to media strategy and planning, in addition to the team’s extensive experience combined with their deep understanding of our needs and collaborative approach.”
Imogen Hewitt, CEO of Spark Foundry Australia, said: “Macquarie University has always been an ambitious and progressive brand. As a business, it needed a partner to help navigate the vast amounts of data, multiple audiences, a complex decision journey and an aggressive growth agenda. The pitch brief stretched our team to think laterally about how to use data in new ways to deliver superior relevance, targeting and acquisition. We loved the initial challenge and we’re delighted to have been selected as Macquarie’s media partner as a result.”
