Brand Promise: To educate, equip and inspire leaders who can build strong organizations and wisely leverage the power of markets to create lasting value.

Problem: Top MBA applicants viewed KSOM as a dated institution compared to schools like Stanford and Harvard.

Insight: In a sea of sameness from other top-tier competitors, differentiating yourself is key to brand recognition.

Solution: We developed the “Are You Growth Minded?” digital/print campaign. We focused on aligning Kellogg’s values—flexibility, collaboration and creativity—with those of driven and socially-conscious applicants. The result was a unique, vibrant and successful experience that helped KSOM stand out from the crowd plus—a 38% increase in candidate applications.