Dentsu Creative wins prestigious university creative account

RMIT University has appointed Dentsu Creative as its new creative agency partner, after a public tender of over 20 agencies.

The appointment marks the first time RMIT has aligned with one brand and creative agency.

Dentsu Creative will be tasked with driving RMIT’s new strategy – ‘Knowledge with Action’.

It will also be responsible for building and strengthening the university’s presence in Vietnam as part of its country commitment, which has seen it invest in education, research, partnerships, and campus infrastructure as Vietnam’s leading international university.

Kirsty Muddle, CEO of Dentsu Creative, said: “We cannot wait to get started working on the wonderful RMIT brand. Its heritage in Australia and its strong global reputation make it a force within the education sector and a wonderful creative proposition for our team to work on.

“RMIT’s commitment to using its knowledge, skills and capabilities to make a difference in the world, ‘Knowledge with Action’, aligns perfectly with Dentsu Creative’s belief in sanpo yoshi, creating work that is good for business, good for people and good for society,” Muddle continued.

“Universities are Australia’s third biggest export, and RMIT is a major player in an economically important sector.

“At Dentsu, we have over 200 RMIT alumni locally and globally, and we are invested in the future of one of Australia’s older tertiary institutions as they invested in so many of ours. We cannot wait to help elevate the work RMIT does in Australia and in the broader Asia Pacific region,” she concluded.

RMIT University’s chief experience officer, Chaminda Ranasinghe, added: “We are thrilled to be working with Dentsu Creative.

“The team’s passion and energy for our brand and willingness to build a true partnership were key factors in the decision,” Ranasinghe said. “Dentsu’s truly global operating model makes them the perfect partner for us to drive growth into other markets and tell the RMIT story around the world.”


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