The University of Melbourne has reappointed GroupM’s Mindshare to its media account for a further three years.
Ai Lin Macdonald, the university’s global brand and marketing director, said Mindshare “has proven to be a valued and trusted long-term partner.”
“With the extension of our partnership, we look forward to their continued support in our ambitious goals to engage our student base in new ways and advance our digital experience transformation.”
As part of the appointment, Mindshare has extended its remit to involve the agency’s transformation consultancy and connections planning capabilities, plus GroupM’s data and tech consultation Acceleration and Choreograph.
The business will be run out of Mindshare Melbourne’s office, which GroupM said will act as a “central APAC hub for the university, leveraging the Mindshare network across APAC to provide localised support.”
“Mindshare’s North Star is to deliver accountable consultancy to our clients to address disruption, and future proof their business,” said the agency’s Melbourne MD, Christian Solomon.
“Over the past year, we have been working closely with University of Melbourne on their journey towards digital maturity. The brilliant team at the University are pushing forward their digital transformation at speed and we are proud to continue the partnership delivering Good Growth.”
The agency will also work with the university’s communications and marketing team to support its digital transformation program. This will involve ensuring potential students see relevant courses and other information.
The University of Melbourne is ranked first in Australia and 14th globally, according to the latest Quacquarelli Symonds (QS) World University Rankings.
Last month, Mindshare nabbed PHD’s Joshua McDonnell for the role of growth and marketing director.
Just yesterday, GroupM stablemate essenceMediacom confirmed it won the Specsavers pitch. Mediaweek understands the account is worth $50-60 million. essenceMediacom already held the account in New Zealand, while Initiative was the Australian incumbent.