The Universtiy of Otago has appointed Rainger & Rolfe to its creative account, following a pitching process that stretches back to an initial call for tender on 31 July.
Interested agencies were given until 21 August to lodge their interest, after which the university shortlisted a selection of agencies to pitch for the account. And the marketing team at the university felt that Rainger & Rolfe's strategy stood out from the rest.
“This is a fantastic opportunity to work with one of the world’s most respected and admired universities,” says Jen Rolfe, a managing partner at Rainger & Rolfe. “As someone who is not just born and bred Dunedin but also a University of Otago graduate, I can tell you this win is extra sweet”.
Having spent over $2 million on advertising over the last two years, the University of Otago account will no doubt come as a welcome addition to the portfolio of the indy agency.
“All our research suggests best-in-class levels of satisfaction amongst undergraduates, post graduates and internationals," says Lindy Wilson, the head of marketing services at the University of Otago . "However, like any successful organisation, we need to keep telling our story in new and meaningful ways and we need a great creative partner to help us to tell this story. Ultimately we feel Rainger & Rolfe is that agency.”
The Dunedin-based uni has previously worked with independent agency Zephyr, and the appointment of Rainger & Rolfe sees the account staying in Auckland rather than moving to the South Island.
Otago University has over the last year run several promotional videos on YouTube to convince students to join its ranks.
"'Your place in the World' was really powerful and its longevity was testament to its effectiveness but the time is right for a change," says Wilson of the previous campaign. "Where to from here for 2016? You’ll just have to wait and see.”