University of Melbourne has reappointed GroupM's Mindshare as it's media agency of record for a further three years.

The renewed partnership will see Mindshare expand its remit into transformation consultancy and connections planning, aiming to deliver on key growth areas for the University.

Mindshare Melbourne will operate as a central APAC hub for the University, leveraging the Mindshare network across APAC to provide localized support to help boost engagement in the region. The agency will continue to deliver strategic, data-led media planning, action, optimization, and measurement.

The extended partnership will also tap into GroupM’s Data & Tech consultation Acceleration and Choreograph. Mindshare will work closely with the University of Melbourne's Communications & Marketing team to support their digital transformation program.

"Mindshare has proven to be a valued and trusted long-term partner of the University of Melbourne. With the extension of our partnership, we look forward to their continued support in our ambitious goals to engage our student base in new ways and advance our digital experience transformation," said Global Brand & Marketing Director, University of Melbourne, Ai Lin Macdonald.

The University of Melbourne, ranked No 1 in Australia and 14th in the world according to the latest Quacquarelli Symonds (QS) World University Rankings, has been a long-term partner of Mindshare. The agency has been instrumental in helping the University engage its student base in new ways and advance its digital experience transformation.

Mindshare Melbourne Managing Director, Christian Solomon, said: "Mindshare’s North Star is to deliver accountable consultancy to our clients to address disruption, and future proof their business. Over the past year, we have been working closely with University of Melbourne on their journey towards digital maturity. The brilliant team at the University are pushing forward their digital transformation at speed and we are proud to continue the partnership delivering Good Growth."