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The University Of Melbourne: Where Great Minds Collide

September 30th, 2015

Episode 954 of 5181 episodes

Following a significant deep-dive into the existing research we identified three key issues that needed our attention: i) The category had caught us and our work no longer led ii) There is an issue of relevance for a lot of people iii) We had failed to build a global profile. To address these issues, we developed a comprehensive strategic approach that incorporated: client workshops to identify key truths (McCann Truth to Meaning), depths with the most senior members of the University, brand positioning development, exploritory qual, adcept development, ad qual testing and final creative platform refinement. VIEW THE SPOT VIEW THE AD

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