Charles Sturt University Unveils New ‘It’s What We Do’ Platform Via BWM Dentsu

Charles Sturt University Unveils New ‘It’s What We Do’ Platform Via BWM Dentsu

Charles Sturt University has launched its first work under a new brand platform, in a fresh campaign by BWM Dentsu.

The campaign is the first since the agency won the account in May, and kicks off a long-term brand positioning partnership that the two businesses will continue to collaborate on.

BWM Dentus ECD Asheen Naidu said: “Charles Sturt University’s focus on hands-on learning has led it to being Australia’s number one institution for graduate employment, but the university has struggled to bring this to life.

“We wanted to embrace how Charles Sturt University provides its students with practical experience, not just theory, in a creative and engaging way. With the ‘It’s What We Do’ platform, we’re able to show what’s really possible when we stop talking and start doing.”

The film features students and alumni demonstrating the breadth of courses and success stories from Charles Sturt’s past and present. The concept of hands-on learning is extended through a series of graphic Out-of-home (OOH) and digital display executions.

GM of BWM Dentsu Brent Kerby added: “We know that educational institutions are facing criticism for being disconnected from the needs of the modern workplace; but conversely that makes students’ value real-life, applicable experience more than ever. This new brand platform provides the perfect vehicle to bring the Charles Sturt University proposition to life and show how the university is overcoming these industry concerns.”

Charles Sturt University executive director and CMO Shawn Walker said: “We chose to work with BWM Dentsu because of their understanding of our audience, approach to brand building and our shared values. The work we are putting to market perfectly captures our ethos and what we are offering current and prospective students.

“We’re excited to build on the new platform and create even more great work with the BWM Dentsu team in the future.”

The campaign launched on Sunday, 1 September and will run across TV, radio, digital and OOH until February 2020.



Charles Sturt University – Client

Shawn Walker – Executive Director and Chief Marketing Officer

Sandra Sharpham – Head of Brand and Performance Marketing

Amy Felke – Head of Creative

Cassandra LeBrocque – Marketing Projects Officer

BWM Dentsu – Agency

Group Chief Creative Officer – Rob Belgiovane

Executive Creative Director – Asheen Naidu

General Manager – Brent Kerby

Creative Directors – Jon Foye and Oskar Westerdal

Creative Team – Rob Gordon, Art Director and Julian Hartley, Copywriter

Production – Margot Fitzpatrick and Simon Holdaway

Client Experience – Jess Tarpey and Kirsty Willoughby, Group Account Directors and Nicky Webster, Account Director

Senior Planner – Caitlin Ammann

Film Production

Production Company – Collider

Director – Damon Cameron

Executive Producer – Rachael Ford Davies

Producer – Olivia Hantken

Post Production – Fin Design

Audio Post Production – Rumble Studios

Music – Apollo Music


Photographer – Steven Popovich

Photographic Agency – The Network Agency: Adele Nemorin

Styling – Anselmi Styling: Jo Ayling

Retouching – Sterne Creative: Mark Sterne


McCann Worldwide – Hadley Allchurch

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