Melbourne Business School unveils 'Welcome to the World Class' campaign via Fenton Stephens

Screen Shot 2016-09-15 at 4.48.09 PM.jpgTo prospective students, Melbourne Business School says 'Welcome to the World Class' in its first campaign via newly appointed creative agency, Fenton Stephens.

Leveraging the elite reputation and global ranking of Melbourne Business School, attracting a massively diverse group of talent from all backgrounds, Fenton Stephens developed the new positioning in close collaboration with MBS. 'Welcome to the World Class' typifies the world of opportunities that come exclusively by attending an institution such as MBS.

The campaign is led by a series of online films, as well as MBS's own inflight channel on Qantas flights. The MBS inflight channel will include exclusive content, speeches and TED talks from some of the world's best thinkers.

Along with the new positioning, the campaign marks a progressive new look for MBS.

Says Alex Fenton, creative director, Fenton Stephens: "In today's business environment, the single most important factor is innovation. We wanted to create a visual identity for MBS that would unequivocally announce that this is a million miles from business schools as usual. That goal also drove the decision to avoid focussing the work on superstar alumni."

Says Penny Smith executive director of marketing and communications, MBS: "A key focus of our educational approach is collaboration. And that's exactly how this process unfolded with Fenton Stephens. Over seven months, from the formation of the brief through to the internal launch, we worked side-by-side. Due to the large number of stakeholders involved, we simply couldn't have reached a result with a traditional linear approach."

Says Prof Zeger Degraeve, Dean of Melbourne Business School: "This campaign is an exciting and bold representation of our hunger to progress business education and knowledge and the innovative approach reflects Melbourne Business School's history of pioneering the development of business education in Australia. It confidently represents how we provide a world class learning experience across our globally recognised suite of degree and executive education programs and demonstrates how studying with us creates limitless opportunities for careers and organisations to progress."

The campaign also includes print and digital executions to support the online films and inflight channel.

Client - Melbourne Business School/University of Melbourne

Melbourne Business School Executive Director  |  Marketing - Penny Smith

Melbourne Business School Campaigns Director |  Marketing - Gemma Gray
University of Melbourne Marketing Manager - Chris Parkes 

Creative Agency - Fenton Stephens

Creative Director - Alex Fenton

Creative Team - Mat Garbutt & Chris Haydon 

Director of Planning - Simon Antonis

Head of Account Management - Amy Stephens

Account Director - Clinton Mellsop

Agency Producer - Lisa Ramsay

Production Company - Mr. Smith

Director - Craig MacLean

Producer - Helene Nicol

DOP- Shelley Farthing-Dawe

Post Production - Retrobox

Editor - Chris Reynolds

Sound - Production Alley

Engineer - Rodney Lowe

Composer - Bryony Marks


No more McCann? said:

Another scalp for a small agency. Kudos.

Business school goes it alone said:

I think you will find MBS, like many Business Schools, are removed from the whole University and would therefore be running their own campaign. McCann still on Melb Uni business.

Orly? McCann said:

MBS doesn't have Undergrads....

Really? said:

Clearly not McCann - this is embarrassing.

Hard to believe the university would let their name get tarnished by this rubbish.

Wha? said:

Pretty ho hum.

George said:

They haven't bridged the gap between the 'elite' positioning of their university and business school and the 'small-group, fly to SF and make powerpoints' brand put forward by this ad.

It's hard to do both, and if you want the latter you have options. You could go to Deakin or RMIT, and you'd get the advertising to match.

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