Monash University Pitches Creative

Monash University Pitches Creative

Melbourne’s Monash University has pitched its creative account with a number of Melbourne agencies reportedly in the mix, B&T understands.

Incumbent agency VMLY&R Melbourne has held the account since January 2016 and are reportedly favourites to retain the work. DDB Melbourne is also said to be pitching.

It’s unclear how much the account is worth.

The University’s $2 million media account is currently held by IPG Mediabrands’ digitally-led agency Reprise who won the business in February.

Monash is the third ranked university in Australia and the 73rd ranked institution globally.

Australia’s universities ramp-up their advertising over the summer period as they try and convince uncommitted Year 12 leavers to consider their offerings before making a decision on a March intake.

According to 2017 federal government reports, Australian students currently owe a staggering $52 billion in unpaid HECS fees.

Meanwhile, there are 600,000 foreign students presently studying in Australia that generated a record $32 billion for the Australian economy last year.

VMLY&R Melbourne’s last work for Monash was unveiled in August and was called “A Future Without Change” and explored issues such as global warming, violence against women, food security, human rights abuse, the spread of superbugs and cyber-crime.

At the time, VMLY&R Melbourne ECD, Jake Barrow said: “We are extremely proud to again be partnering with Monash University in developing such modern and thought-provoking advertising.

“Creating these tactile provocations, for people to pick up, feel, experience and ultimately be challenged by, will leave a lasting impression about the future they wish to pursue.

“This campaign has certainly stretched our imaginations and we’re sure our curiosity will extend to those who experience Future Without Change.”


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