Edith Cowan University (ECU) has announced its new agency partners: 72andSunny, Rare and Hearts & Science.
72andSunny will become ECU’s strategic brand partner from 2023. 72andSunny is a global creative company with studios in Los Angeles, Brooklyn, Amsterdam and Sydney and works with some of the world’s leading modern brands.
During the selection process, 72andSunny articulated an exciting new brand platform that will help transform the brand as the University moves closer to launching the new Perth City Campus and the broader ambitions in the strategic plan. 72andSunny will be responsible for strategic brand consultancy, brand identity evolution and developing new brand campaigns and brand toolkits.
ECU’s director of brand and marketing, Julia Turner, said “We are excited to begin working with 72andSunny for our strategic brand work. 72andSunny will bring a fresh perspective to our brand, incorporating their wealth of experience and unique ideas.”
72andSunny ANZ’s President, Ross Berthinussen, said, “The education and work landscape is rapidly evolving, we are delighted to be collaborating with the ECU, Rare and Hearts & Science teams to create a truly modern brand that can thrive in this fast changing world.”
ECU is also expanding its existing relationship with leading Perth independent creative agency Rare, who will be entrusted to apply the new brand platform created and drive business results across the bulk of the marketing, media and content service business. Rare’s existing partner, media business Hearts & Science, will be responsible for media audience insights, media planning and buying across all campaigns.
“Rare, with our partners at Hearts & Science, has worked with ECU for several years, building its knowledge and understanding of the ECU business. We are delighted to have been chosen to work in collaboration with 72 & Sunny and contributing to the delivery of ECU’s exciting transformation agenda over the coming years,” said Callum Mackenzie, managing director, Rare.
“We undertook a comprehensive tender process to identify the agencies best placed to partner with ECU at this exciting and transformative time in the University’s history,” said Turner.
“We were incredibly impressed by the quality of the agency submissions and creative, in what was a very competitive process.”
The conclusion of this process also marks the end of an era: the 20-year partnership with 303MullenLowe.
