University of Phoenix Sends $188 Million Creative Account to TBWA and RAPP

180LA handled the account since winning a review in late 2015

Outgoing agency 180LA had created a series of emotionally driven narrative ads for University of Phoenix. University of Phoenix

University of Phoenix has transferred its creative account from 180LA to TBWA\Chiat\Day Los Angeles and RAPP.

“University of Phoenix is proud of the incredible work produced by 180LA to promote the University as a leading provider of quality higher education for working adults. This partnership will continue until the end of the current contract,” a University of Phoenix representative said in a statement. “Moving forward, University of Phoenix will explore a multi-agency strategy with 180LA’s parent company, Omnicom Group Inc., to continue to share how we are helping adult learners move efficiently from education to careers.”

180LA had been incumbent on the account since winning the business following a review launched in September of 2015 and debuted its first work for the client in early 2016.

“We are proud to have led the creative brand transformation of the University of Phoenix, and clearly position the University as the leading destination for higher education for working adults,” a representative for 180LA added. “As we close this chapter, we look forward to taking on the next opportunity to shift creative and cultural perspectives for a new brand.”

A representative for RAPP confirmed the news but declined to comment further. TBWA deferred to the client for comment.

University of Phoenix spent nearly $188 million on measured marketing in the U.S. last year, an increase of almost $5 million from the just over $183 million spent in 2017, according to Kantar Media.

Here’s a look back at some of 180LA’s recent work for University of Phoenix:

@ErikDOster Erik Oster is an agencies reporter for Adweek.