Freedom Media Group (FMG) continues to grow its reputation in educational marketing, with the announcement of its latest partnership with West Yorkshire’s Kirklees College, following a “highly competitive” tender process.

After scoring 97/100 on its submission, at the heart of the winning proposal was FMG’s proprietary planning tool, Freeflow, a data-led audience platform which will enable Kirklees College to visualise and target student behaviour both online and in the real world.

Daniel Thompson, founder and managing director at Freedom Media Group, said: “Our team has substantial experience within the education space and Freeflow has already proved its formidable effectiveness with our other University and college clients.

“We are excited to implement the strategic advantages Freeflow offers for the incredible team at Kirklees.”

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This partnership will see FMG lead out-of-home (OOH) planning and buying for Kirklees College across West Yorkshire, optimising placements based on Freeflow data. The agency’s national media partnerships and buying power mean Kirklees College will benefit from best-in-class strategy, planning, media buying and unprecedented targeting accuracy.

Alongside Freeflow, FMG brings over 40 years of combined experience in marketing and has worked with household names and global brands including the NHS, Lexus, Thames Valley Police, Puttshack and LMA.

Its senior team will oversee delivery, insights, and performance, working hand-in-hand with the college’s own internal teams.

Helen Rose, Kirklees College director of marketing, said: “We have chosen to work with Freedom Media as their innovative approach to data-led marketing is truly unique, particularly in the FE sector.

As an ambitious college with high growth expectations over the next few years, we look forward to working with Freedom to support our strategic marketing goals.”

In previous education partnerships, FMG’s Freeflow powered strategy led to a 63% increase in leads and 12% lift in applications for a leading UK University. The Greater Manchester-based agency, which was founded about six years ago by former Global exec Daniel Thompson, also secured a nomination at the Prolific North Marketing Awards in 2024.

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