Australia’s newest university, Adelaide University, is going out to the world ahead of opening its doors for business in January 2026.
Formed from South Australia’s two largest universities, the University of South Australia and the University of Adelaide, Adelaide University has launched its first global campaign.
In 2024, the focus is on brand storytelling internationally and domestically, as well as international student recruitment, before commencing domestic student recruitment in 2025, ready for first student intakes in 2026.
The new University has established an agency village of four creative and two media buying partners, which will work collaboratively and alongside the universities’ in-house teams. All external agencies were selected following an open tender process.
The agency village includes Richards Rose as the lead creative agency, along with FULLER, WDM Studio, and Rodeo Creative. Wavemaker is Adelaide University’s media buying partner in Australia, with Hybrid taking on that role internationally.
University of Adelaide chief marketing officer Benjamin Grindlay and UniSA chief marketing & communications officer Sarah Cutbush said it's a rare scenario for two universities that were previously fierce rivals to come together to create a new university, and it’s a massive undertaking.
“The way that our teams and agency partners have worked together, and the positive response to the campaign so far, has been a career highlight," they said.
“We’ve come from a scenario where the two existing institutions were very well known and successful, to one where we are launching a brand-new entity, with a new strategy and brand.
“We are very aware of the range of audiences, from potential students and partners; to existing students, staff and partners; as well as our large and engaged alumni communities and all of the people who interact with universities."
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