UNE expands dentsu partnership; adds TAG and DCPR to integrated media and digital remit

The University of New England has expanded its partnership with dentsu, appointing the group to a broader integrated scope that brings together media, creative, public relations and digital under a single strategic model.

The new multi-year agreement builds on the 15+ year relationship with Carat (now dentsu) and sees TAG leading creative, social and production; Dentsu Creative Public Relations (DCPR) leading public relations; and Dentsu Digital (DDO) leading digital, operating as a single integrated client team.

The expanded partnership reflects UNE’s move from discipline-specific activity to a more connected marketing model, designed to adapt, respond and scale as the higher education landscape continues to evolve, shaped by shifting student expectations, intensifying competition and the growing influence of AI.

Rather than managing activity by channel or discipline, the integrated model is designed to connect audience insight, media strategy, creative development, earned storytelling and digital experience around a single view of current and future students.

Michaela Lobb, Director of Marketing, University of New England (UNE), said the agreement evolves a long-standing media relationship into an embedded capability model designed to support UNE’s next strategic plan: “As the scope of marketing continues to expand, teams need to think differently about how capability is built, accessed and scaled. A well-designed network partnership extends UNE’s capability, providing access to specialist expertise, technology and new opportunities, at a pace that would be difficult to achieve internally.

“Over the past 12 months, we have worked with dentsu to develop this model, building on our 15+ year relationship. We have created an embedded partnership that connects UNE’s internal expertise with the breadth of dentsu’s media, creative, public relations and digital network through one way of working.

“The model has been designed to support UNE’s strategic plan and grow with our organisational priorities. For me, the value of an integrated network partnership lies in being close enough to understand the organisation and help shape its direction, whilst having the breadth to mobilise our capability and create opportunities as the market changes.”

Chris Ernst, Chief Practice Officer, dentsu media AU said the extension is testament to the value created through a deep understanding of UNE’s business and long-term partnership: “Our partnership with UNE has been built over many years on trust, collaboration and a shared ambition to deliver meaningful outcomes. Over the past 15+ years, we’ve developed a deep understanding of UNE’s business, students and strategic priorities, enabling us to consistently deliver strong results.

“This next chapter is particularly exciting because it brings together the breadth of dentsu’s capabilities into one integrated model. By combining media, creative, PR and digital expertise, we’re helping UNE build a future-ready marketing ecosystem that can adapt to the changing expectations of students and the opportunities created by AI and emerging technologies.”

Pictured (L-R): Carolina Fullen, Group Business Director, DCPR; Joe Gannon, Senior Client Director, Dentsu; Claire Hoyles, Client Service Director, TAG ANZ; Michaela Lobb, Director of Marketing, University of New England (UNE); Griffin Becker, Executive Director, Data & Technology Digital Operations Dentsu

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