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Curtin launches The Agency to reflect digital marketing transformation

Media release

Curtin University today launched The Agency; an innovative new teaching and research facility that allows business students to experience first-hand how major global brands and companies monitor their online presence using social media analytics.

Professor Nigel de Bussy, Head of School of Marketing, said social media marketing and digital analytics were transforming marketing as more businesses turn to analytics to track their brand reputation and marketing campaigns.

“The Agency is designed to simulate a contemporary marketing communication consultancy workspace,” Professor de Bussy said.

“It provides business students with an authentic industry environment during their studies as they follow online trends in real time and carry out social media marketing analytics for actual events and campaigns in a technology-rich environment.

“The centrepiece of The Agency is a Social Media Command Centre which includes nine large screen monitors providing an impactful visual display highlighting trending hashtags, comment feeds and shared posts from Facebook, Twitter and other key platforms.

“Students learn how to track, monitor and respond to comments, questions and complaints online in real-time. They develop core skills in social media marketing to improve a business’s marketing activities, brands and reputation,” Professor de Bussy said.

The Agency is fitted with 24 workstations and a breakout zone for brainstorming and group collaboration, creating the feel of a real marketing workplace.

The facility was developed with input from industry partners, including The Communications Council, the peak body in Australia representing agencies in the marketing communication industry.


Curtin recognises that marketing practices are transforming and evolving.

“We believe that The Agency, a space designed to rival the facilities of big corporate players, will prepare and inspire students to excel in digital marketing and we are very excited by the industry engagement opportunities it will offer,” Professor de Bussy said.

The Agency is located in Wesfarmers Court on Curtin University’s Bentley Campus.