CQUniversity Australia appoints Brother & Co as new creative agency following a five-way pitch

Agency life goes on amidst social distancing with CQUniversity Australia conducting a five-way contest for its 2020 global brand campaign and appointing Brother & Co as lead agency.

The pitch-winning work is now being developed into CQUniversities’ inaugural brand campaign, another milestone for one of Australia’s fastest-growing universities.

Says Kurt Viertel, founder, Brother & Co: “Pitching in these circumstances was challenging to say the least. It’s a testament to the grit and professionalism of our team that we were able to deliver this result – mostly remotely – amongst home schooling, Zoom meetings and the dramas of the pandemic. Unsurprisingly, one of the trickiest aspects was conducting international market research.”

Says Susanne Carlton, director global marketing, CQUniversity Australia: “Brother’s appointment reflects a major change for us. As the tertiary education sector is challenged in so many ways – we know that investment in our brand will boost our student attraction and experience. During the several rounds of the pitch process we were impressed with Brother’s commitment and experience and feel confident our collaborative relationship will produce amazing, but perhaps more importantly, effective work. We’re excited.”

Adds Viertel: “​Uncovering a brand answer​ is never guaranteed during a pitch,​ ​in this case, it was made easier by the strength and clarity of the values CQU holds dear. Their whole team is driven by ​the difference they make to the lives of the many ​– ​not just the few.​ We found this inspiring on many levels.”

The campaign launches September 2020.