The Open University has appointed Mellors Reay & Partners to handle
its first television advertising campaign since 1994.
The campaign will be spearheaded by TV, but could also include some
print advertising. The commercials will be tested in certain areas early
next year before being rolled out nationally. The budget for the
campaign has not yet been confirmed but is expected to be a six-figure
The new ads will focus on raising the profile of the Open University
brand rather than recruiting students for specific courses. The move
comes in the wake of increased competition to attract students.
Most of the university’s advertising in recent years has been
below-the-line work from the direct marketing specialists, Primary
Contact and AMS Advertising.
The Open University held a four-way pitch earlier this year but did not
appoint any of the agencies that presented. Mellors Reay then approached