Edith Cowan University ends long 303 Mullen Lowe partnership selecting 72andSunny Sydney, Rare and Hearts & Science as agency partners
Following a pitch process, Edith Cowan University (ECU) has announced its new agency partners: 72andSunny Sydney, Rare and Hearts & Science. The appointment ends the client’s 20 year relationship with 303 Mullen Lowe.
72andSunny will become ECU’s strategic brand partner from 2023. The agency is a global creative company with studios in Los Angeles, Brooklyn, Amsterdam and Sydney and works with some of the world’s leading modern brands.
During the selection process, 72andSunny articulated an exciting new brand platform that will help transform the brand as the University moves closer to launching the new Perth City Campus and the broader ambitions in the strategic plan. 72andSunny will be responsible for strategic brand consultancy, brand identity evolution and developing new brand campaigns and brand toolkits.
ECU’s Director of Brand and Marketing, Julia Turner, said: “We are excited to begin working with 72andSunny for our strategic brand work. 72andSunny will bring a fresh perspective to our brand, incorporating their wealth of experience and unique ideas.”
72andSunny ANZ’s President, Ross Berthinussen, said: “The education and work landscape is rapidly evolving, we are delighted to be collaborating with the ECU, Rare and Hearts & Science teams to create a truly modern brand that can thrive in this fast changing world.”
ECU is also delighted to be expanding its existing relationship with leading Perth independent creative agency Rare, who will be entrusted to apply the new brand platform created and drive business results across the bulk of the marketing, media and content service business. Rare’s existing partner, media business Hearts & Science, will be responsible for media audience insights, media planning and buying across all campaigns.
“Rare, with our partners at Hearts & Science, has worked with ECU for several years, building its knowledge and understanding of the ECU business. We are delighted to have been chosen to work in collaboration with 72 & Sunny and contributing to the delivery of ECU’s exciting transformation agenda over the coming years,” said Callum Mackenzie, Managing Director, Rare.
Turner said: “We undertook a comprehensive tender process to identify the agencies best placed to partner with ECU at this exciting and transformative time in the University’s history.”
“We were incredibly impressed by the quality of the agency submissions and creative, in what was a very competitive process.”
The conclusion of this process also marks the end of an era: the 20-year partnership with 303MullenLowe.
“I would like to thank 303MullenLowe for their amazing work over the past 20 years, helping to grow our brand and take ECU from strength to strength. The team at 303MullenLowe have been an absolute pleasure to work with and we wish them only the best for the future,” Turner said.
ECU is in the process of working with both Rare/Hearts & Science and 303MullenLowe enabling a smooth transition into 2023.
3 Comments
ECU turns out more graduates into the ad agency in Perth than any other university in Perth. I respect their right to choose any agency from anywhere, but this decision does not reflect confidence in the ability of the WA industry to deliver. The same industry that provides jobs for the ECU grads. Where does it end?
It’s hard not to acknowledge a huge piece of strategic and creative brand work, experience and – yes – money, leaving the local WA marketing and comms industry at a time when we can least afford it. So I’ll just tip my hat to the work of Rare in keeping some of the production within arms’ reach of the majority of ECU grads.
What a mistake to use the pitch idea as your “exciting new brand platform.” No pitch work can ever be built around the proper evidence and insight required to make effective marketing communications – you just don’t have access to the right people or the right data.
WA clients need to recognise that they are only shooting themselves in the foot when they use the work from creative pitches.
Clients should rely on creds, and if they absolutely must, use a short term campaign to ‘test strategic and creative ability’ rather than building a whole platform around ideas that are developed in pitch scenarios.