Swardlick Sheds Fresh Light on Bentley’s Mission

BOSTON Swardlick Marketing Group said it has launched an integrated campaign for Bentley College. Ads introduce the tagline “Business in a whole new light.”

The work also promotes a partnership between the client and Time magazine that presents the Waltham, Mass.-based college as a “thought leader” in business education.

Print, radio, transit and online executions, as well as media relations efforts, are in the mix.

Some ads tout the Bentley Leadership Forum, co-sponsored by Time, which will bring together leaders from technology, arts and entertainment and service-related industries to discuss ways in which social responsibility can be profitable for today’s corporations. Ads also support Bentley’s Tomorrow25 program to identify leaders of tomorrow among current high-school juniors.

“We were charged with branding Bentley’s unique academic focus and accomplishments, and positioning the university in the academic arena,” said David Swardlick, president of the Portland, Maine, agency. In a broader sense the work is designed to reflect the school’s commitment to “prepare students to become leaders in the new world of business,” he said.

Billings were not disclosed, but ad spending likely will be in the $500,000-1 million range. The agency added the account in March [Adweek Online, Mar. 15]. The last sizeable campaign for Bentley came in late 2002 from KPC/Christopher Thomas in Boston.

—Adweek staff report