University of Maryland Smith School of Business: Career, 2

It’s hard to imagine a business school coming out and talking about [advertising] something other than professors, curriculum and academic rankings. But that’s exactly what we did. We knew that to really connect with today’s potential students we had to stand out in this sea of sameness with a message unique to us. Our message was that beyond the quality professors and top rankings we had the largest, most powerful network in the D.C. region. And this network held major influence on how these students could get ahead in the real world of business. It all came to life with intelligent and thought-provoking headlines and a visual treatment that was decidedly modern and sophisticated.

Advertising Agency: Carton Donofrio & Partners Baltimore, USA
Creative Director: Michael Neiderer
Associate Creative Director / Art Director: Jon Leon
Copywriters: Brad Londy, Michael Neiderer, Joe Pistone, Jon Leon
Retoucher: Chris Bodie
Photographer: Steve Belkowitz
Published: February 2013

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