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Jaywing adds UEA to higher education client list

UEA's Norwich campus

The University of East Anglia has appointed Jaywing as lead creative partner to develop its brand strategy and provide insight-led creative, content and campaigns.

The news comes hot on the heels of the Yorkshire agency retaining its account with the University of Sunderland as it consolidates its position in the higher education sector nationwide. 

Jaywing was awarded the three-year UEA contract after a competitive, five-way pitch and will be responsible for evolving the university’s brand strategy and execution, building on its interdisciplinary approach to learning and research, and developing creative campaigns for its undergraduate 2024 and postgraduate 2023 recruitment initiatives.

The University of East Anglia and Jaywing have already begun the first phase of the work, with an initial focus on brand before moving into activation. The university was impressed with the agency’s intrinsic approach to data and insight and vast expertise within the higher education sector.

Holly Mudie, its head of content, said: “We’re on an exciting journey when it comes to our approach to digital marketing and automation at UEA, having a data and insight led approach to all our content and campaign planning. We see the potential in greater levels of audience intelligence, sentiment and user testing in turn leading us to more impactful, engaging, personalised and relevant creative solutions. The Jaywing team clearly demonstrated that they were the right partner to help take us to the next level.”

Amy Naughton, client services director, Jaywing, added: “Our work for multiple clients in the HE sector focuses on distinguishing each university on its own special merits and rigorously bringing that ethos alive for students and stakeholders alike.”

Outside the education sector, Jaywing also works with blue chip clients including first direct, Castrol, Goodyear and ADT.

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