Mindshare retains University of Melbourne media account, expands remit
The University of Melbourne has extended its partnership with GroupM’s Mindshare for another three years, expanding the media agency’s remit.
The agency – which first won the account in 2021 – will continue to provide strategic, data-led media planning, activation, optimisation, and measurement, with the Melbourne team acting as a central APAC hub. The wider APAC network will be leveraged to provide localised support to grow engagement across the region.
The extension will see the university tap into Mindshare’s connections planning capabilities and transformation consultancy to deliver on key growth areas, as well as GroupM’s data and tech consultation ‘Acceleration and Choreograph’.
The agency will work closely with the university’s comms and marketing teams to support their digital transformation program, making more relevant course opportunities for potential students.
“Mindshare has proven to be a valued and trusted long-term partner of the University of Melbourne,” said Ai Lin Macdonald, global brand and marketing director at the University of Melbourne.
“With the extension of our partnership, we look forward to their continued support in our ambitious goals to engage our student base in new ways and advance our digital experience transformation.”
Mindshare Melbourne’s managing director, Christian Solomon, added: “Mindshare’s North Star is to deliver accountable consultancy to our clients to address disruption, and future proof their business. Over the past year, we have been working closely with University of Melbourne on their journey towards digital maturity.
“The brilliant team at the University are pushing forward their digital transformation at speed and we are proud to continue the partnership delivering good growth.”
Meanwhile, the university’s creative account was handed to The Royals in November last year, as revealed by Mumbrella.
Macdonald said the team was deeply impressed by The Royals’ creative and publishing capabilities. She said at the time: “We’re looking forward to partnering with the team to engage with our communities in clever and supportive ways.”
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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