The University of New England has expanded its partnership with dentsu to a broader integrated scope that brings together media, creative, public relations and digital under a single strategic model.
The new multi-year agreement builds on the more than 15 year relationship with Carat (now dentsu) and will see TAG lead creative, social and production, Dentsu Creative Public Relations (DCPR) leading public relations, and Dentsu Digital (DDO) leading digital, operating as a single integrated client team.
The expanded partnership reflects UNE’s move to a more connected marketing model, designed to adapt, respond and scale as the higher education landscape continues to evolve, shaped by shifting student expectations, intensifying competition and the growing influence of AI.
The integrated model is designed to connect audience insight, media strategy, creative development, earned storytelling and digital experience around a single view of current and future students.
“As the scope of marketing continues to expand, teams need to think differently about how capability is built, accessed and scaled. A well-designed network partnership extends UNE’s capability, providing access to specialist expertise, technology and new opportunities, at a pace that would be difficult to achieve internally,” said UNE director of marketing Michaela Lobb.
“Over the past 12 months, we have worked with dentsu to develop this model, building on our 15+ year relationship. We have created an embedded partnership that connects UNE’s internal expertise with the breadth of dentsu’s media, creative, public relations and digital network through one way of working.
“The value of an integrated network partnership lies in being close enough to understand the organisation and help shape its direction, whilst having the breadth to mobilise our capability and create opportunities as the market changes,” Lobb added.
“Our partnership with UNE has been built over many years on trust, collaboration and a shared ambition to deliver meaningful outcomes. Over the past 15+ years, we’ve developed a deep understanding of UNE’s business, students and strategic priorities, enabling us to consistently deliver strong results,” said dentsu media AU chief practice officer Chris Ernst.
“This next chapter is particularly exciting because it brings together the breadth of dentsu’s capabilities into one integrated model. By combining media, creative, PR and digital expertise, we’re helping UNE build a future-ready marketing ecosystem that can adapt to the changing expectations of students and the opportunities created by AI and emerging technologies.”
