Credit: dentsu
The University of New England has expanded its partnership with dentsu to include creative, public relations and digital, bringing the services together with its existing media arrangement.
The multi-year agreement builds on a relationship with Carat, now part of dentsu, spanning more than 15 years. TAG will lead creative, social and production; Dentsu Creative Public Relations will lead public relations; and Dentsu Digital will lead digital.
The agencies will operate as a single client team, combining audience insight, media strategy, creative, public relations and digital activity.
UNE director of marketing Michaela Lobb said the model would give the university access to specialist expertise and technology while supporting its strategic plan.
“As the scope of marketing continues to expand, teams need to think differently about how capability is built, accessed and scaled,” Lobb said.
“A well-designed network partnership extends UNE’s capability, providing access to specialist expertise, technology and new opportunities, at a pace that would be difficult to achieve internally.
“Over the past 12 months, we have worked with dentsu to develop this model, building on our 15+ year relationship.
“We have created an embedded partnership that connects UNE’s internal expertise with the breadth of dentsu’s media, creative, public relations and digital network through one way of working.”
Dentsu media AU chief practice officer Chris Ernst said the expanded arrangement brought the group’s capabilities together under one model.
"Our partnership with UNE has been built over many years on trust, collaboration and a shared ambition to deliver meaningful outcomes,” he said,
Over the past 15+ years, we've developed a deep understanding of UNE's business, students and strategic priorities, enabling us to consistently deliver strong results."
"This next chapter is particularly exciting because it brings together the breadth of dentsu's capabilities into one integrated model.
“By combining media, creative, PR and digital expertise, we're helping UNE build a future-ready marketing ecosystem that can adapt to the changing expectations of students and the opportunities created by AI and emerging technologies."
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