Cubo Wins De Montfort University Account

Cubo has won the above-the-line and integrated comms account for Leicester’s De Montfort University, winner of the 2014 Guardian University Award for outstanding community contribution.

De Montfort appointed the agency following a competitive pitch, where Cubo’s understanding of the higher education sector and drive to challenge category conventions helped it stand out.

Cubo will be tasked with building the profile and communicating the distinctiveness of the De Montfort University proposition in UK and international markets. This will include raising awareness of De Montfort’s #DMUglobal initiative, which will see 50% of the university’s undergraduates travel overseas for an international experience by 2016.

The agency will also highlight De Montfort’s role as the exclusive education partner in the Government’s GREAT campaign for Britain.

The appointment comes as universities across the UK are reviewing their approach to brand development and recruitment ahead of the abolition of the cap on student numbers, which will take effect in 2015 – with universities investing more in marketing to gain a competitive advantage.

Chris Walmsley, co-founder and head of planning at Cubo, said: “This is a proud win for us. Helping De Montfort University shape its global reputation, at an exciting but challenging time for university marketers, is an opportunity for us to help an award-winning university communicate what makes it so special.”

Justin Hare, director of marketing at De Montfort University, said: “Cubo was the obvious choice for this brief. The agency’s appetite for innovation and community contribution – two things that stand at the heart of our business’s ethos – made it a perfect fit for us. We’re delighted to be working together.”