Swinburne appoints Principle Media Group to media account

Swinburne University of Technology has appointed Principle Media Group (PMG) to its media planning and buying account for the next three years.

The independent agency was chosen following a competitive process, replacing incumbent Initiative Media, which had managed the account since 2015.

Swinburne’s chief marketing officer Carolyn Bendall said PMG aligned with the university's commitment to innovation and excellence in education.

“We are impressed by PMG’s strategic approach and their understanding of our distinctive brand promise to create the next gen now, and overall vision for Swinburne to bring people and technology together to build a better world," she said.

"We look forward to working closely to leverage cutting edge digital and data-driven capabilities, elevate our media campaigns and enhance our visibility in the market."

PMG will collaborate with Swinburne to integrate offline and online media channels, including search, and paid social.

"We feel enormously privileged in partnering with Swinburne University of Technology as they continue to push the boundaries of technology, innovation and entrepreneurship in further education," PMG’s managing director Peter Toone said.

"Navigating this complex learner journey in an ever-changing media landscape is an incredibly exciting prospect, and one we feel well prepared for. We can’t wait to get started with the team."

Last month, Principle Media Group opened the doors to its new offices at Botanicca3 in Swan Street, Burnley.

Speaking at the opening, Chris Nolan, founder and director of PMG said: "Our goal is to help our clients outgrow their competition, and we have pioneered the Plan To Grow method, to facilitate this. We believe that we have codified the role media plays as a growth driver for business."

See also: Publishers gather as Principle Media Group opens new Melbourne offices

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Top image: Peter Toone