Initiative Melbourne has picked up media buying duties for Swinburne University of Technology after a competitive pitch, beating out incumbent full-service agency Venus.
It revealed the news today, with the scope of work to include buying, strategy and planning for the university's push to drive up enrolments.
It is thought billings for the account will be worth about $2 million.
“Initiative demonstrated that they have access to leading-edge media strategy and planning tools which will assist us to be in the spaces which are most relevant to our target audiences,” Swinburne's director of marketing and future students, Sarah Graham, said.
Initiative has been given the task of driving new enrolment across all faculties and courses offered by the university.
The agency already had an in with the university, as it handles the media work for Swinburne Online, which is an online joint venture between Seek and Swinburne University of Technology.
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