CHEP Media has been appointed to provide media planning and buying services for the University of Sydney, following a competitive pitch.
The agency will support the university with an integrated, whole-of-university media strategy focusing on Australia and key markets across the Asia-Pacific region.
The aim of the partnership is to further elevate the University of Sydney’s brand profile and drive recruitment for undergraduate and postgraduate offerings.
A key element of the strategy is to reinforce the University of Sydney’s positioning of Leadership for Good and commitment to making a positive impact on the world.
The University of Sydney in 2020 appointed M&C Saatchi and Yango to take its Leadership for Good brand positioning forward and reach diverse audiences in Australia and internationally.
CHEP Network’s chief media officer, Anna Cherry said the agency’s ambition is to create a step change in efficient and effective outcomes for the institution.
“Today’s universities are paying close attention to game-changing technology, new competitors, evolving demographics and heightened expectations for personalised service,” Cherry said.
“At the same time, the ‘age of the customer’ has arrived in the higher education sector, and students have higher expectations about their experience at university and what it will lead to.
“We are excited to partner with the University of Sydney and navigate this new environment, to build positive perceptions for the institution across the Asia-Pacific and reinforce its positioning of Leadership for Good.”
Johanna Lowe, the University of Sydney’s Chief Marketing and Communications Officer, said CHEP Media demonstrated a clear understanding of the institution’s positioning within an increasingly competitive global higher education sector.
“As Australia’s first university, Sydney has a terrific heritage we’re really proud of, and an ambitious strategy for the future of our education and research which makes a positive impact on the world,” Lowe said.
“We were impressed by CHEP Media’s strategic thinking, data-led planning and use of technology that brings this to life in a way that taps into the moments that matter most for our future students when they are choosing where to study.
“We are grateful to the team at Yango for all their work, and we look forward to the partnership with CHEP Media for the next chapter.”
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