Wed Aug 14

Adelaide University launches with new campaign and ‘agency village’

Australia’s newest university, Adelaide University, is going out to the world ahead of opening its doors for business in January 2026.

Formed from South Australia’s two largest universities, the University of South Australia and the University of Adelaide, Adelaide University is launching its first global campaign. In 2024, the focus is on brand storytelling internationally and domestically, as well as international student recruitment, before commencing domestic student recruitment in 2025, ready for first student intakes in 2026.

The new University has established an ‘agency village’ of four creative and two media buying partners, which will work collaboratively and alongside the universities’ in-house teams. All external agencies were selected following an open tender process.

The agency village includes Richards Rose as the lead creative agency, along with FULLER, WDM Studio, and Rodeo Creative. Wavemaker is Adelaide University’s media buying partner in Australia, with Hybrid taking on that role internationally.

University of Adelaide Chief Marketing Officer, Dr Benjamin Grindlay, and UniSA Chief Marketing & Communications Officer, Sarah Cutbush, said they were delighted with the way that the agency village is operating, and with the quality of work that had already been developed.

“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,” they said.

“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.

“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.

“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.”

Richards Rose. Digby Richards, CEO/Founder said, “It’s a privilege to be working with such a talented village to help lead the new Adelaide University’s creative strategy. It’s not lost on us how important it is for this new university to help students, researchers, business and government support all of the transformation happening across the state.”

Will Fuller, Managing Director, FULLER said,

"We have proudly supported the UniSA marketing team for almost a decade, so it was extremely exciting to be selected as a member of the new Adelaide University agency village as we begin a new era. There is no bigger and more exciting brand to work with in Adelaide right now and we can't wait to promote our new university and our city to the world."

Darren Holyoak, Director, WDM Studio, said,

“We’re thrilled to embark on this journey with Adelaide University. Not only is it a once-in-a-generation storytelling opportunity, but the partnership also offers unique avenues for interagency collaboration. We can’t wait to work with such a talented team and help bring the brand to life on the world stage.”

Tobin Lush, Director, Rodeo Creative said,

“Rodeo is delighted to be part of Adelaide University’s Agency Village, collaborating with our fellow agencies, internal creatives, and the university communications team towards positive and sustainable futures in knowledge creation, innovation, and social advancement.”

Phil Mumford, Managing Director, Wavemaker Adelaide, said,

"Wavemaker Adelaide is thrilled to embark on this exciting journey with the newly-formed Adelaide University. The merger of two of Australia's most prestigious institutions presents a unique opportunity to shape the future of education and research, and we are incredibly proud to be a part of this historic chapter. We look forward to leveraging our expertise and passion to amplify the university's brand through the media working with all the talented agencies in the village."

Emma Talbot, Group Account Director APAC, Hybrid said,

"We're thrilled to be partnering with Adelaide University on this historic merger. Bringing together two of Australia's finest universities under one roof and translating that proposition to audiences around the world is an incredible opportunity. Hybrid will be working to connect the Adelaide University brand with international audiences which is one of our major strengths, we're delighted to bring our expertise to this endeavour."