Following a competitive pitch, Monash University has opted to continue its longstanding collaboration with creative services partner VML. In addition, the university is broadening its ties with WPP to encompass paid media planning and buying as well as social strategy.
VML will now oversee creative, paid media, and social responsibilities within a newly established Team IMPACT integrated framework, powered by WPP. Specialised capability will be provided by GroupM, Wavemaker, and Hill+Knowlton.
Fabian Marrone, chief marketing, admissions, and communications officer, and Vice-President of Monash University, said, “After seven years of partnership with VML, we were blown away by the fresh thinking and the quality of Team IMPACT’s proposition.
“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.”
Jake Barrow, group executive creative director at VML Melbourne and Sydney, said, “We know change is constant and, like Monash, we refuse to settle for the status quo. So when the opportunity came up to not only defend, but also expand our relationship – we leapt at it.
“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.”
Vanessa Tout, managing partner at 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 work streams.
“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.”