Angelo Kourtis on why WSU's rebrand smashed the hall of conservative mirrors

Trying to stand out in Australia's university circuit is barbed with expendable resources, exclusivity, and prestige. This was the challenge tackled head on by Angelo Kourtis, Western Sydney University's VP of People and Advancement, who had a clear vision for his institution. "My critique of the current branding strategies that universities have is that they default into this position of preparing people to get jobs. It's not a narrative that we actually should own." The ensuing university rebrand - and the Unlimited campaign - has produced industry awards, inspirational advertisements, and even an Archibald prize-winning portrait. In this special episode of The CMO Show, Mark Jones is joined by WSU's Angelo Kourtis and George Betsis, creative director at VCD+We, to shine a spotlight on the "retro-brand", the business drivers behind the campaign, and how hard it can be to reframe internal and external brand perceptions. Tune in for a healthy dose of inspiration as the three talk about why philosophy underpins marketing in the education sector, what the campaign has meant for the university and how other institutions can learn from what has fast become one of the most popular campaigns of the past twelve months.