‘Incredibly proud of this win’: VML retains and expands partnership with Monash University
Monash University has confirmed the reappointment of VML as its creative services partner and expanded its relationship with WPP to include paid media planning and buying and social strategy.
The decision comes after a competitive pitch process and will see VML “oversee creative, paid media and social scopes of work through a newly formed Team IMPACT integrated model”, effective this month.
Specialist capability will also be provided by GroupM, Wavemaker and Hill+Knowlton.
“After seven years of partnership with VML, we were blown away by the fresh thinking and the quality of Team IMPACT’s proposition,” said Fabian Marrone, chief marketing, admissions and communications officer and vice-president, Monash University.
“Looking ahead, we are excited to continue to amplify Monash’s brand growth across our paid, owned and earned ecosystem. We are confident Team IMPACT will deliver against our strategic objectives in a challenging economic climate.”
Vanessa Tout and Jake Barrow
Jake Barrow, VML Melbourne and Sydney group executive creative director, said the creative company “leapt” at the chance to not only retain its partnership with Monash, but to also expand.
“Having collaborated with Monash University to create and embed the ‘Change It’ brand platform since 2016, we’re excited by the opportunity to continue delivering game-changing work and push the boundaries of university brand building,” he said.
Vanessa Tout, managing partner VML Melbourne added: “Our entire team is incredibly proud of this win. We’ve evolved our strategic and creative approach as well as our connected agency operating model, which will create more value for Monash by having a single centre of gravity across all workstreams.
“Being able to work hand in glove with Wavemaker and H+K as an integrated team means we’ll be levelling up the quality of our work, driving brand growth and cut-through in different and innovative ways. VML is honoured to play the lead agency role in Team IMPACT and we’re thrilled to continue our partnership with Monash.”
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Neil Griffiths is the editor of Mumbrella. He joined the company in October 2023.
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