Australia's newest university, Adelaide University is the result of a merger between two of South Australia's largest institutions, the University of South Australia and the University of Adelaide. This historic union has led to the launch of Adelaide University's first global campaign in 2024, focusing on brand storytelling and international student recruitment. Domestic student recruitment is slated to commence in 2025, in preparation for the first student intake in 2026.\n\nAdelaide University has established an 'agency village' comprising four creative and two media buying partners, which will work collaboratively with the universities’ in-house teams. The 'agency village' includes creative agencies Richards Rose, FULLER, WDM Studio, and Rodeo Creative, and media buying partners Wavemaker and Hybrid.\n\nDr Benjamin Grindlay, Chief Marketing Officer at the University of Adelaide, and Sarah Cutbush, Chief Marketing & Communications Officer at UniSA, expressed satisfaction with the operation of the 'agency village' and the quality of work produced. They noted, “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. 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.”\n\nDigby Richards, CEO/Founder of Richards Rose, 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.”\n\nWill Fuller, Managing Director at FULLER, echoed these sentiments, stating, ""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.""\n\nThe other agency partners also expressed their excitement at being part of this historic venture, highlighting the unique storytelling opportunity and the chance for interagency collaboration. They all look forward to bringing the Adelaide University brand to life on the world stage.