Charles Sturt University launches ‘It’s What We Do’ brand platform via BWM Dentsu

Charles Sturt University has launched its new brand platform, ‘It’s What We Do’, in a campaign from newly appointed creative agency BWM Dentsu.

The new platform demonstrates the depth and breadth of courses and hands-on learning experiences available through the university.

The accompanying campaign highlights the courses on offer including paramedicine, vet science, cyber security and social work.

Asheen Naidu, executive creative director at BWM Dentsu, said: “Charles Sturt University’s focus on hands-on learning has led it to being Australia’s number one institution for graduate employment, but the university has struggled to bring this to life.

“We wanted to embrace how Charles Sturt University provides its students with practical experience, not just theory, in a creative and engaging way. With the ‘It’s What We Do’ platform, we’re able to show what’s really possible when we stop talking and start doing.”

The OOH execution for Charles Sturt University

Brent Kerby, general manager of BWM Dentsu, said in a statement: “We know that educational institutions are facing criticism for being disconnected from the needs of the modern workplace; but conversely that makes students’ value real-life, applicable experience more than ever. This new brand platform provides the perfect vehicle to bring the Charles Sturt University proposition to life and show how the university is overcoming these industry concerns.”

Shawn Walker, executive director and chief marketing officer at Charles Sturt University, said: “We chose to work with BWM Dentsu because of their understanding of our audience, approach to brand building and our shared values. The work we are putting to market perfectly captures our ethos and what we are offering current and prospective students. We’re excited to build on the new platform and create even more great work with the BWM Dentsu team in the future.”

The campaign will also appear in shopping centres

The campaign will run across TV, radio, digital and OOH


Charles Sturt University
Shawn Walker – Executive Director and Chief Marketing Officer
Sandra Sharpham – Head of Brand and Performance Marketing
Amy Felke – Head of Creative
Cassandra LeBrocque – Marketing Projects Officer

BWM Dentsu
Group Chief Creative Officer – Rob Belgiovane
Executive Creative Director – Asheen Naidu
General Manager – Brent Kerby
Creative Directors – Jon Foye and Oskar Westerdal
Creative Team – Rob Gordon, Art Director and Julian Hartley, Copywriter
Head of Onscreen – Margot Fitzpatrick
Head of Production – Simon Holdaway
Client Experience – Jess Tarpey and Kirsty Willoughby, Group Account Directors and Nicky
Webster, Account Director
Senior Planner – Caitlin Ammann

Production Company – Collider
Director – Damon Cameron
Executive Producer – Rachael Ford Davies
Producer – Olivia Hantken
Post Production – Fin Design
Audio Post Production – Rumble Studios
Music – Apollo Music

Photographer – Steven Popovich
Photographic Agency – The Network Agency: Adele Nemorin
Styling – Anselmi Styling: Jo Ayling
Retouching – Sterne Creative: Mark Sterne

McCann Worldwide – Hadley Allchurch


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.