Online learning institution University of Phoenix has awarded its national broadcast advertising account to independent media agency Mediassociates.
The Sandy Hook, CT-based independent will plan and buy an estimated $95 million in media across national and local DRTV, OTT and streaming audio channels.
The selection was made without a formal review and the assignment was previously handled by OMD.
The agency is tasked with reaching an expanding audience interested in online learning options in light of the Pandemic.
“The world of television and video is changing more than ever,” said Steve Gross, Chief Marketing Officer, University of Phoenix. “Mediassociates has a deep understanding of these trends, and that combined with their years of experience in higher education make them” will suited to handle the account. Mediassociates previously worked with Southern New Hampshire University.
Jeff Larson, President of Mediassociates added, “winning this account is a huge endorsement of our nimble, data-driven approach. It highlights our marketplace advantage of integrated buying teams, no organizational silos, and a channel-agnostic approach that allows us to focus on what’s best for our clients.”
The assignment is the latest in a series of new business wins for Mediassociates this year. Other clients added to its roster in 2020 include Mount Sinai Health System, Verisign, and Yale New Haven Health System.
The University of Phoenix and its parent Apollo Education Group were the subject of a years-long deceptive advertising investigation by the Federal Trade Commission. The case was settled late last year when the firms agreed to pay $50 million and cancel $141 million in student debt. At the time the FTC said the deal was the largest settlement it obtained against a for-profit college.