Formerly known as Thomson Education Direct, Cengage engages some 70,000 active students in Australia and New Zealand and had spent more than A$1m (US$700,000) on digital media in 2008.
Amanda Wood, marketing manager at Cengage confirmed the appointment, “As a provider of customised vocational and higher education which is predominantly studied online, digital media has become an integral component of our student acquisition strategy. We needed a partner who could take us to that next level. PHD already manages our offline media and the Performance team really impressed us with their approach to integrating our media and the potential to build our brand online.”
Amanda Wood, marketing manager at Cengage confirmed the appointment, “As a provider of customised vocational and higher education which is predominantly studied online, digital media has become an integral component of our student acquisition strategy. We needed a partner who could take us to that next level. PHD already manages our offline media and the Performance team really impressed us with their approach to integrating our media and the potential to build our brand online.”
Digital strategist, Ali Parsyar, will head the account. He added: “We are delighted that Cengage have decided to move their account into PHD Performance. Digital continues to produce fantastic results for our clients and we’re always building on this experience to really demonstrate the returns this channel can deliver.”
