Rapp is poised to fight off all-comers in the Open University’s account review, and retain both the direct marketing and media business for the Government-funded organisation.
The review was launched in an online tender in October for agencies offering direct marketing, data, advertising, media planning and buying, and creative production services.
Rapp, which has handled the account for over five years, will work with Abbott Mead Vickers BBDO, which has scooped the advertising account, previously run by Leagas Delaney.
PS London will also work on the account, while MediaCom will handle media.The combined account, run out of the OU head office in Milton Keynes, is worth about £10m.
The OU is the largest academic institution in the UK – and one of the largest in Europe – by student number, and qualifies as one of the world’s largest universities. Since it was founded in 1969, more than 1.5 million students have studied its courses.
It has seen a surge in students since university fees were increased to up £7,000 annually in 2012. About a quarter of those enrolling in the past two years have been under 25 – the highest proportion the institution has ever taken on.
The OU’s mission is to be open to people, places, methods and ideas.
Vice-chancellor Martin Bean said: “There is no typical OU student. People of all ages and backgrounds study with us, for all sorts of reasons – to update their skills, get a qualification, boost their career, change direction, prove themselves, keep mentally active. The OU is open to them all.”
OU in direct, data and digital review
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