Charles Sturt University unveils new ‘It’s What We Do’ platform via BWM Dentsu

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Charles Sturt University has launched its first work under a new brand platform, in a fresh campaign by BWM Dentsu.

The campaign is the first since the agency won the account in May, and kicks off a long-term brand positioning partnership that the two businesses will continue to collaborate on.

Asheen Naidu, Executive Creative Director at BWM Dentsu, said: “Charles Sturt University’s focus on hands-on learning has led it to being Australia’s number one institution for graduate employment, but the university has struggled to bring this to life.

“We wanted to embrace how Charles Sturt University provides its students with practical experience, not just theory, in a creative and engaging way. With the ‘It’s What We Do’ platform, we’re able to show what’s really possible when we stop talking and start doing.”

The film features students and alumni demonstrating the breadth of courses and success stories from Charles Sturt’s past and present. The concept of hands-on learning is extended through a series of graphic Out-of-home (OOH) and digital display executions.

Brent Kerby, General Manager of BWM Dentsu, said: “We know that educational institutions are facing criticism for being disconnected from the needs of the modern workplace; but conversely that makes students’ value real-life, applicable experience more than ever. This new brand platform provides the perfect vehicle to bring the Charles Sturt University proposition to life and show how the university is overcoming these industry concerns.”

Shawn Walker, Executive Director and Chief Marketing Officer at Charles Sturt University, said: “We chose to work with BWM Dentsu because of their understanding of our audience, approach to brand building and our shared values. The work we are putting to market perfectly captures our ethos and what we are offering current and prospective students. We’re excited to build on the new platform and create even more great work with the BWM Dentsu team in the future.” 

The campaign launched on Sunday, 1 September and will run across TV, radio, digital and OOH until February 2020.

You can view the TVC here:


Charles Sturt University – Client

Shawn Walker – Executive Director and Chief Marketing Officer
Sandra Sharpham – Head of Brand and Performance Marketing
Amy Felke – Head of Creative
Cassandra LeBrocque – Marketing Projects Officer

BWM Dentsu – Agency
Group Chief Creative Officer – Rob Belgiovane
Executive Creative Director – Asheen Naidu
General Manager – Brent Kerby
Creative Directors – Jon Foye and Oskar Westerdal
Creative Team – Rob Gordon, Art Director and Julian Hartley, Copywriter
Production – Margot Fitzpatrick and Simon Holdaway
Client Experience – Jess Tarpey and Kirsty Willoughby, Group Account Directors and Nicky
Webster, Account Director
Senior Planner – Caitlin Ammann

Film Production
Production Company - Collider
Director – Damon Cameron
Executive Producer – Rachael Ford Davies
Producer – Olivia Hantken
Post Production – Fin Design
Audio Post Production – Rumble Studios
Music – Apollo Music

Photographer – Steven Popovich
Photographic Agency – The Network Agency: Adele Nemorin
Styling – Anselmi Styling: Jo Ayling
Retouching – Sterne Creative: Mark Sterne

McCann Worldwide – Hadley Allchurch


Mariel Malabanan | Haystac
Phone: 0416 512 890

About BWM Dentsu

At BWM Dentsu we believe that creativity transforms brands and brands transform business.

We began this journey over 20 years ago, transforming from a start-up in a boat shed on Sydney’s

Northern Beaches to Australia’s largest independent agency and, more recently, a leading brand in

the Global Dentsu Aegis Network.

BWM Dentsu now has a staff of more than 250, and full-service offices in Sydney, Melbourne and

Brisbane. Agency revenues exceed $30m. Key clients include; Kmart, Toyota, Qantas, Latitude

Financials Services,, nbn, Bank of Queensland (BOQ), BabyLove, Dr. Oetker,

Nando’s, Chris Foods, Maserati.

The BWM Dentsu Group consists of the BWM Dentsu Brand Experience agency; consumer focused

social public relations agency, Haystac; specialist community and agribusiness consultancy Cox

Inall; and Indigenous communications specialists, Cox Inall Ridgeway.