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‘Future Anything’ Best Integrated Marketing Campaign 2016

30 Nov 2016

Future Anything campaignThe Business School’s category-breaking MBA campaign, ‘Future Anything’, has been recognised as the ‘Best Integrated Marketing Campaign’ by Universities Australia for 2016.

Announced at Universities Australia’s Marketing, Communications and Development Conference awards ceremony earlier this month, the win was acknowledged amongst a competitive category and other highly commended campaigns.

Feedback from the distinguished judging panel of industry and higher education sector leaders included, “An outstanding campaign in a very crowded market…Clever creative featured current MBA students declaring their ambitions to be CEOs, ambassadors, Fortune 500 board directors and global leaders in 2025.”

“Overall, an innovative campaign that brought every element and channel together for maximum impact and memorability.”

Developed by the creative agency, The Monkeys, in collaboration with the Business School’s marketing team, the campaign was designed to support the University of Sydney’s brand positioning around leadership for good, which launched in October 2014.

“The campaign showcases the individuality and diversity of the people who undertake our MBA program, from medical researchers to TV creatives and financiers,” said Professor Greg Whitwell, Dean of the Business School.

“We wanted to clearly demonstrate our commitment to helping students achieve their career ambitions, while also articulating our philosophy of shaping leaders for a better tomorrow, not just business today. It’s been an outstanding campaign, and I’m thrilled by the news.”

The creative approach focuses on current students’ aspirations for their future under the unifying concept – “Create the future you want with an MBA from the University of Sydney Business School.”

“We were keen to develop something distinctive in the MBA category that steers clear of the usual business school marketing clichés of suits, smiles and boardrooms,” said Amy Silberhorn, Head of Marketing at the Business School.

“With future-focussed, aspirational messaging and a distinctive creative approach, we believe we have reflected the uniqueness of the University’s MBA program and set it apart in what is a competitive, domestic market.”

The campaign launched in 2015 through 2016, running across print and digital media, and involving three main elements: a new integrated ‘future anything’ campaign; continued sponsorship of the AFR Boss Emerging Leaders program; and the Women in Leadership Scholarship, developed with UN Women National Committee Australia.

The campaign hit all MBA recruitment targets, as well as crucially helping create the first MBA cohort in Australia to attract more women than men.

MBA Program Director, Professor Guy Ford, describes the MBA program as “innovative, leadership-focused, industry-oriented and experiential in style”.

“The program challenges the participants in all sorts of ways to develop the resilience and agility needed to face the evolving demands of businesses today,” he said.

“The acknowledgment from Universities Australia is a strong testament to not only the quality of the campaign, but also to the significant impact of our vision and high level of audience relatability to our MBA story. The fact that people have connected so strongly to what we are doing in the program, and the way we are telling the story, reinforces our approach and commitment to shaping future leaders.”