Adelaide University taps Richards Rose and Mindshare for agency village in go-to-market strategy
"It’s a pivotal moment for our new University, and it’s wonderful to see our new brand come to life through this initial campaign."
Australia’s newest university, Adelaide University, has appointed an agency village made of four creative and two media buying partners following a tender process. The move comes as the university gears up to launch in January 2026.
The agency village includes lead creative agency Richards Rose, alongside FULLER, WDM Studio, and Rodeo Creative. Wavemaker will manage Adelaide University's media buying in Australia, with Hybrid handling international media buying.
According to the university, this year it will focus on brand storytelling and international student recruitment, launching its first global campaign: A new university with a rich history.
Domestic student recruitment is set to commence in 2025.
Adelaide University was formed through the merger of South Australia’s two largest universities, the University of South Australia and the University of Adelaide.
University of Adelaide chief marketing officer Dr Benjamin Grindlay and University of South Australia chief marketing and 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."
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“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."
Grindlay and Cutbush added: "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.
"It’s a pivotal moment for our new University, and it’s wonderful to see our new brand come to life through this initial campaign."
