Independent media agency D212 has picked up the $7 million Think Education account.
The remit for the organisation, which runs eight private colleges and schools, includes search as well as main media planning and buying. D212's search unit Atomic will handle the former. SEM and performance media makes up the lion's share of the planned spend.
D212 launched with one-time PHD and Network Ten sales boss Barry O'Brien at the helm. Former Carat man Jason Dooris is now CEO and partner at the agency which also has the $20m Dick Smith Electronics account on its books.
It is thought that up to seven agencies initially pitched for both components of the business. The main media element, worth $2-3 million, was held by Ikon.
The first campaign out of the blocks will be a Festival of Change campaign across digital and traditional media.
Update: Ikon wishes to make clear it only handled above-the-line spend, which would mean the original headline, 'D212 Picks up $7m Think Education account from Ikon' was inaccurate.
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