ECU ends 20-year relationship with 303 MullenLowe Perth, appoints new roster

Edith Cowan University has added three new agency partners to its roster, ending its 20-year relationship with 303 MullenLowe Perth.

Joining the agency’s roster is 72andSunny as strategic brand partner, Rare as creative partner and Hearts & Science as media partner.

72andSunny will join the agency as its strategic brand partner from 2023, after the agency offered a new brand platform during the selection process that would transform the brand ahead of the launch of its new Perth City Campus. 72andSunny’s remit will include strategic brand consultancy, brand identity evolution and developing new brand campaigns and brand toolkits. ECU’s director of brand and marketing, Julia Turner, said: “We are excited to begin working with 72andSunny for our strategic brand work. 72andSunny will bring a fresh perspective to our brand, incorporating their wealth of experience and unique ideas.”

72andSunny ANZ’s president, Ross Berthinussen, said: “The education and work landscape is rapidly evolving, we are delighted to be collaborating with the ECU, Rare and Hearts & Science teams to create a truly modern brand that can thrive in this fast changing world.”

ECU will also be expanding its existing relationship with independent Perth-based creative agency, Rare. The agency will apply the new brand platform across the university’s marketing, media and content service business.

This will also see the university partner with Rare’s existing media agency partner, Hearts & Science. Through the partnership, Hearts & Science will handle media audience insights, media panning and buying across all campaigns.

“Rare, with our partners at Hearts & Science, has worked with ECU for several years, building its knowledge and understanding of the ECU business. We are delighted to have been chosen to work in collaboration with 72 & Sunny and contributing to the delivery of ECU’s exciting transformation agenda over the coming years,” said Callum Mackenzie, managing director, Rare.

“We undertook a comprehensive tender process to identify the agencies best placed to partner with ECU at this exciting and transformative time in the University’s history,” said Turner.

“We were incredibly impressed by the quality of the agency submissions and creative, in what was a very competitive process.”

Turner added: “I would like to thank 303MullenLowe for their amazing work over the past 20 years, helping to grow our brand and take ECU from strength to strength. The team at 303MullenLowe have been an absolute pleasure to work with and we wish them only the best for the future.”


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