The Royals wins Deakin University creative duties
Independent agency The Royals has won the creative duties for Deakin University which had previously been held by Rapp Melbourne and Cummins & Partners after a three month competitive pitch.
The appointment as agency of record means The Royals will look after duties including communications strategy, integrated campaign development plus content marketing.
Cummins & Partners had also held the media duties for the university, but told Mumbrella it stopped working with it in May last year and was not involved in the pitch. It is unclear which agency has picked up the media duties. It is thought Rapp was working with the university on an interim basis.
Steve O’Farrell, director at The Royals, said: “We’re delighted to be partnering with one of Australia’s most progressive universities in Deakin.
“Both Deakin and The Royals are on a strong trajectory in the digital age and we look forward to building on that momentum in the years to come.”
Last year Hardhat Digital created a 15 screen video wall as part of a campaign for the university.
Trisca Scott-Branagan, executive director of marketing at Deakin University said: “Within the Higher Education sector, Deakin is known as a leader in social and digital marketing.
“We are confident The Royals have the right combination of people, strategic approach and creativity to help us build on our tradition of creating meaningful connections with students”.
The Royals clients include Fairfax, Campari, Sensis, Google, NAB and MTV.
Love the theme “worldly”. Well done Royals that’s cool.
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Worldly has been the tagline for some time.
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The Royals have nailed it with Worldly. And I love the logo lock up.
Modern, but befitting a top tier university
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Worldly has been around for 2 years
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It’s also not a top tier uni…
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@Mark. Correct. They are a regional uni with a strong focus on International students.
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‘Worldly’ has been around since long before these guys appeared on the scene. If they’ve played a part in the new homepage design, then thats a huge step forward. Did they do this?
Evan, this university has quite a low ratio of international students compared to similar sized and larger universities in Victoria. Unlike others, they have a lot of room to grow this market, without international students feeling like they’re at home as happens at Melbourne, RMIT, latrobe and Monash. So a strong focus on international growth makes sense for them.
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