Mediabrands Content Studio (MBCS) – Mediabrands’ data-driven content practice – has been appointed as the creative production agency of Swinburne University of Technology following a hotly contested pitch.
MBCS joins its sister brand Initiative, which has been Swinburne’s media agency of record for more than a decade.
The data-driven content practice will provide full creative and production solutions, working alongside Swinburne’s internal marketing and creative team and other agency partners to deliver best-in-class, multi-channel solutions.
Olivia Warren, managing director, MBCS said she was thrilled to work with a world-class university like Swinburne, and to extend the overarching relationship with Mediabrands Australia and Initiative Australia.
“MBCS’ value proposition means we were in the unique position to integrate the connections and creative production under one roof, – a win-win for both Swinburne and my team,” she said.
“MBCS thrives and is built around producing and adapting campaign content that is fit for purpose and format – but more importantly, that understands and elevates a brand’s look, feel, and tone of voice.
“Brands now have bigger agency villages, making it increasingly important to produce and adapt content that can live within a brand’s broader ecosystem, and also authentically move through all channels, above and below the line,” Warren added.
Carolyn Bendall, Swinburne’s chief marketing officer, said: “Having established agency relationships with both Mediabrands and Initiative’s teams, we know the talent and skills within the organisation, so we’re thrilled to have MBCS onboard.
“They were quick to understand our unique proposition, and I know they will work smoothly to support Swinburne’s marketing team and our other partners to deliver impactful outputs across a number of creative and production areas,” she added.
Work commences immediately, with the first creative products already in market.
In June, Mediabrands announced the appointment of Lucy Formosa Morgan as the new managing director of Magna Australia, IPG Mediabrands’ media intelligence and investment division.
See also: Mediabrands appoints Lucy Formosa Morgan as the new MD of Magna Australia
Formosa Morgan, a key industry leader with a strong media investment background, brings more than 20 years’ international and local experience to Magna, previously holding senior management roles both agency and publisher-side, in Australia and the UK.
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Top image: Olivia Warren