Melbourne based tech university, Swinburne University of Technology, has appointed media investment and strategy agency Initiative to handle the University’s media buying portfolio, effective immediately.

The University selected Initiative for the media assignment after a competitive tender. “We were seeking an organisation which could bring an innovative approach to our media,” said Sarah Graham (pictured), director of marketing and future students for the University. “Initiative demonstrated that they have access to leading-edge media strategy and planning tools which will assist us to be in the spaces which are most relevant to our target audiences.”

Andrew Mudgway, managing director of Initiative Melbourne, said the agency’s assignment covered several key areas, including media strategy, planning and buying. “We will be focusing on driving new enrolments across all faculties and courses offered by the University,” said Mudgway.

As well as the new assignments from Swinburne University of Technology, Initiative Melbourne also handles media work for Swinburne Online, an independent business that is jointly owned by Seek and Swinburne University of Technology.