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Swinburne University the latest university to pitch its media account, appointing Initiative

SwinburneSwinburne University has appointed Initiative as its media agency making it the latest in a raft of major universities to pitch their media account in the last 12 months.

The account was previously held by Melbourne full service agency Venus Advertising, with the appointment coming after a competitive pitch.  It is thought to be worth around $2m a year.

Swinburne’s pitch comes just a week after Macquarie University appointed 303Lowe as its agency of record while Deakin University appears to still be pitching its media some nine months after the pitch was originally called.

Many of the media pitches are thought to have been called in anticipation of the federal government’s proposals for the deregulation of the university sector which has stalled in the Senate in recent months.

“We were seeking an organisation which could bring an innovative approach to our media,” said Sarah Graham, director of marketing and future students for the University in a statement. “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 their focus would be on growing enrolments.

“We will be focusing on driving new enrolments across all faculties and courses offered by the University,” said Mudgway.

The appointment comes after Initiative Melbourne last year was appointed to handle media work for Swinburne Online, an independent business that is jointly owned by Seek and Swinburne University of Technology.

Nic Christensen 

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