La Trobe University appoints JWT following pitch involving six agencies
La Trobe University has appointed JWT as its creative agency following a competitive pitch which involved six agencies, Mumbrella can reveal.
The pitch was announced in February, putting incumbent Havas Worldwide on alert, however it is unclear if the agency participated in the pitch.
JWT’s brand positioning campaign for the university will extend the brand strategy and switch the focus of the campaigns “to the important difference that our graduates continue to make in their communities, companies and organisations”.
La Trobe University’s chief marketing Officer, Matthew Lee said: “JWT’s creative direction and market-tested concepts demonstrated a depth of understanding of La Trobe that set them apart from other applicants.”
JWT Melbourne managing director Michael Godwin said: “We’re very proud of the idea we’ve developed and believe it will help celebrate what sets La Trobe apart in a meaningful, compelling and motivating way. We’re thrilled to have been given the opportunity to partner with the team at La Trobe in taking it to market.”
The new campaign will launch on June 30 and feature outdoor, print and digital executions both in the domestic market and internationally.
Miranda Ward
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Only 6 agencies in this huge budget pitch – what is the business coming to?
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Agree.
Consider 6 times how many staff hours? Then 6 times how many external costs? The 6 times how many clients ignored over the period?
Just shows how dumb 6 agencies can be – and moreover a telling sign of the times.
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Six agencies pitching for this is like watching seagulls fight over a chip. I wonder how much money was lost by the unsuccessful who had their time wasted on this
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LaTrobe would have to be in the 2nd tier of universities surely..? Asking 6 agencies to pitch for whatever mini budget they have is hilarious. Bet they had procurement involved too.
Watching 6 top end of town agencies fighting over this however, is just sad.
Sign of the times in creative land
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An account that will never turn a profit.
And more than likely never win an award.
Better be really nice people.
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“to the important difference that our graduates continue to make in their communities, companies and organisations”.
It’s not strategy, it’s semantics. And to Matthew Lee, it doesn’t set your uni apart whatsoever.
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And having to travel to Bundoora for meetings. Ugh.
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