Swinburne University of Technology has appointed Initiative to oversee its advertising portfolio, following a competitive tender process.
Initiative had previously held the account since 2015 and will continue to manage the university's media strategy, planning and execution. AdNews understand the account has work of between $3 million and $3.5 million.
Swinburne University of Technology is an Australian public university based in Melbourne and positions itself as "innovation-driven".
The agency has been charged with building awareness and consideration of the quality of tertiary courses offered by the university, as well as boosting interest in it recruitment programs and events to ensure Swinburne is a preferred choice for prospective for students.
“Initiative has been a strong partner for us in understanding our commitment to innovation and creativity," Swinburne University CMO Sarah Graham says.
"Through the tender process they demonstrated superior capabilities in developing novel approaches to ensuring we are maximising our media spend.”
This is the third win in as many months for Initiative, after the agency picked up the media duties for the Australian Radio Network and Fujitsu.
Initiative Melbourne, which last year was reappointed to the $25m Officeworks account, is also awaiting the start of its recently appointed general manager Sarah James.
Earlier this year it was revealed that James would exit her current role with Dentsu Aegis Network's bespoke Woolworths team, Woolies@DAN.
“We have enjoyed a successful and effective partnership with Swinburne University of Technology, as well a deep appreciation of their goals and challenges," Initiative CEO Melissa Fein says.
"We’re delighted to continue our partnership and look forward to evolving our work in line with new media opportunities into the future.”
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