The Open University, the UK’s leading provider of quality part time learning has appointed LIDA as its lead agency across all marketing channels. The shop won the integrated account following a competitive pitch led by the Crown Commercial Service that began in January this year. LIDA replaces AMV BDDO on the business.
LIDA has been charged with developing a customer driven strategy across all of The Open University’s student acquisition and the fundraising activity. The strategic and creative work will begin immediately, with the first piece of work scheduled to go live in April 2016.
Debbie Britton, director of marketing at The Open University, commented on the hire: “We have been impressed by LIDA’s experience, insight and passion for our business. We look forward to working with them on some bold and exciting ideas.”
Matthew Heath, chairman of LIDA, added: “The Open University is an extraordinary institution which is more relevant than ever. We are very excited to be creating a new approach for them to capture their unique spirit and capabilities”.
The news follows the recent appointment of Trefor Thomas as LIDA’s chief creative officer. The agency is experiencing rapid growth, and Thomas’ international creative experience and multi-platform expertise will help strengthen the creative agenda across all LIDA clients.