Agency: Frame C | Author: George Cumming |
University of Dundee – Academic Brand Creation
OVERVIEW
The initial phase of the University of Dundee's foray into advertising resulted in the reversal of a worrying downward spiral in consumer demand (applications). It is now, in tandem with the agency, producing a category-busting focus on brand building – brand building of a scale that is significantly shifting consumer opinion and changing internal behaviour and attitudes within the university.
This is an important case study as it demonstrates the following learning:
the value of understanding young people
the value of a compelling and...