RMIT University appoints Dentsu Creative as new creative agency for Australia and Southeast Asia

Dentsu Creative has been appointed as RMIT University’s new creative agency partner, after a public tender of over 20 agencies, as Australia’s largest higher education institution seeks to drive its new strategy – Knowledge with Action.

The appointment marks the first time RMIT has aligned with one brand and creative agency. Dentsu Creative will play a key role in supporting RMIT’s brand in Australia, promoting its heritage as one of Australia’s original tertiary institutions and highlighting its international reputation for excellence in education, research and engagement with industry and community.

The agency is also responsible for building and strengthening RMIT’s presence in Vietnam as part of its Country Commitment which has seen the university invest in education, research, partnerships and campus infrastructure as Vietnam’s leading international university.

Says Kirsty Muddle, CEO, Dentsu Creative: “We cannot wait to get started working on the wonderful RMIT brand. Its heritage in Australia and its strong global reputation make it a force within the education sector and a wonderful creative proposition for our team to work on.

“RMIT’s commitment to using its knowledge, skills and capabilities to make a difference in the world, Knowledge With Action, aligns perfectly with Dentsu Creative’s belief in sanpo yoshi, creating work that is good for business, good for people and good for society. Universities are Australia’s third biggest export, and RMIT is a major player in an economically important sector.

“At Dentsu, we have over 200 RMIT alumni locally and globally, and we are invested in the future of one of Australia’s oldest tertiary institutions as they invested in so many of ours. We cannot wait to help elevate the work RMIT does in Australia and in the broader Asia Pacific region.”

Dentsu Creative APAC CEO Cheuk Chiang is an RMIT University alum, as is Dentsu Creative Vietnam chief client officer Hieu Nguyen, copywriter Thao Nguyen-Phuong and associate creative director An Nguyen.

Says Chaminda Ranasinghe, chief experience officer, RMIT University: “We are thrilled to be working with Dentsu Creative. The team’s passion and energy for our brand and willingness to build a true partnership were key factors in the decision. Dentsu’s truly global operating model makes them the perfect partner for us to drive growth into other markets and tell the RMIT story around the world.”

RMIT is a global university of technology, design and enterprise and was ranked 190th globally and 11th in Australia in the QS World University Rankings 2023. It is regarded as a world leader in disciplines including Art and Design (ranked 1st in Australia for QS Rankings by Subject 2023); Architecture (ranked 2nd in Australia); Engineering; Computer Science and Information Systems (ranked equal 9th in Australia); Business and Management (ranked 8th in Australia); as well as Communication and Media Studies (ranked 4th in Australia).

RMIT University ranks 1st in Australia in QS Graduate Employability Rankings 2022 on the Graduate Employment Rate and 13thin Asia Pacific on Partnership with Employers. A ranking which demonstrates how best universities engage with employers. In the Times Higher Education Impact Rankings 2023, RMIT ranks 1st globally in reducing inequalities and equal 1st globally in supporting decent work and economic growth. RMIT also ranks equal 2nd in Partnering for the goals. This ranking focuses on measuring universities’ social, environmental and economic impact and progress towards the United Nations’ Sustainable Development Goals (SDGs).

Strong industry connections forged over 135 years remain integral to RMIT’s leadership in education, applied and innovative research. RMIT’s diverse global community of over 500,000 Alumni, live and work in more than 150 countries around the world.

The appointment follows on from Dentsu Creative’s three shortlists in the 2023 Australian Effies.