VML retains Monash University

By AdNews | 8 February 2024
Vanessa Tout and Jake Barrow.

Monash University has re-appointed its longstanding creative services partner, VML, following a competitive pitch process.

It will also expand its relationship with WPP to include paid media planning and buying and social strategy. 

The partnership will be led by VML, which will oversee creative, paid media and social scopes of work through a newly formed Team IMPACT integrated model, powered by WPP. 

Specialist capability will be provided by GroupM, Wavemaker and Hill+Knowlton.

Fabian Marrone, chief marketing, admissions and communications officer and vice-president at Monash University, says after seven years of partnership with VML, the university was 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," says Marrone.

Jake Barrow, group executive creative director at VML Melbourne and Sydney, says the agency knows change is constant and, like Monash, it refuses 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," he says.

"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, says VML has evolved its strategic and creative approach as well as its connected agency operating model.

"Which will create more value for Monash by having a single centre of gravity across all workstreams," she says.

“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."

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