‘Tis peak season for academic institutions to try and convince prospective students to sign on the dotted line. Unitec has looked to the city with its new, very urban campaign, The University of Canterbury has looked to the future with Designworks, Lincoln has looked to the land and most of the other academic institutions are active as well. And now AUT University is joining in the fun, with a new brand campaign by Consortium that showcases the work of six researchers who are “helping define the future of our changing world”.
Browsing: Max Woodhead
Photo by Paul Statham
AUT became a university just ten years ago and while its compelling consumer-facing brand was doing the business, its 14 Research Institutes had grown organically until 2009 and had no overall marketing, brand or strategic direction—even though research success plays a big role in establishing a good reputation. Enter 30-year-old Max Woodhead, who worked in marketing for sport and recreation and applied sciences and whose job it was to help build a research brand from scratch, unify the view of these disparate research strands, get the notoriously headstrong academics and institute directors to believe in the project and eventually build AUT’s overall brand, attract better post graduate academics, foster better research outputs and bring in more funding.
The 2011 TVNZ-NZ Marketing Awards were dished out last night at the Langham in Auckland in front of around 450 industry bods and a host of game changers and bar-raisers—some well-accustomed to collecting such awards, some venturing up on stage for the first time—were announced. But it was Progressive Enterprises that came away with the most coveted award of the night for merging three of its supermarket brands into one and forging a bold new positioning based on an enhanced definition of consumer value.