Advertising Campaign
Undertaking a process that involved an extensive amount of discovery with UC Berkeley Haas MBA for Executives’ students and faculty IE developed the ad campaign “Define What’s Next”. The campaign’s concept was built upon the insight that mid-career professionals who are considering the EMBA program are looking to take control of the next phase of their career. The concept also built upon The UC Berkeley brand attribute of being at the forefront of change. The campaign ran for two years online, within print publications, and on airport displays.