University of Tasmania appoints indie Pivotus to media account

The University of Tasmania has appointed independent digital media agency Pivotus to its strategy, buying, and analysis account off the back of a tender process.

In response to the account win, Pivotus is installing an account manager in Hobart to service the agency’s Tasmanian clients, including the university. Audrey Fitte-Umark, an account director who has been with the agency since October and has worked on the University of Sydney account, will lead the relationship with the University of Tasmania.

Billings for the university’s account are undisclosed, with the institution commenting that the appointment – effective immediately – was based on Pivotus’ transparency throughout the tender process.

“Pivotus was our preferred agency after the tender process, demonstrating strong digital media strategy and targeting, but also a commitment and passion for our University and the Tasmanian market,” said the university’s director of marketing, Michelle Weir.

“In addition, Pivotus showed complete transparency and a cohesive team approach. We look forward to working with Pivotus to attract the next student intake to our unique Australian university.”

The agency’s CEO, Michael Petersen, added that the independent agency draws on networks established through recently-formed industry body Independent Media Agencies of Australia (IMAA) and the IMAA’s alliance with The Network One to service accounts comprehensively.


“We are thrilled to welcome the University of Tasmania as a client and will work with the team on the growing demand for tertiary education, as many Australians seek to re-skill or change careers due to the impact of COVID-19,” he said.

“The University of Tasmania passionately serves the local, interstate and international markets with bespoke courses and content to suit its geographic environment and distinctiveness.

“While we’ve been travelling to Tassie for years, this was also a great opportunity to recruit someone just as passionate and unique to be based in Hobart for account management.”


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