CHICAGO The University of Maryland University College has tapped MGH to handle its nearly $20 million advertising and marketing contract after a review, the agency confirmed.
The Baltimore independent will look to increase the university's local, national and international visibility. The assignment includes media planning and buying, creative design, direct response, public relations and interactive marketing. MGH's contract will run for five years.
"It's an honor to work with such an outstanding and innovative educational institution," said Andy Malis, president of MGH, in a statement. "We will draw on our vast higher education experience to help UMUC continue its mission to provide widespread access to high-quality academic opportunities."
The previous agency on the account was WPP Group's Grey Direct. The New York shop won the account in 2004 in a pitch over Eisner Communications. Eisner later charged that UMUC officials had improper contact with Grey Direct during the selection process [Adweek Online, Dec. 13, 2004].
The Adelphi, Md., institution is Maryland's second largest university, enrolling 90,000 studies online and at more than 150 locations in the U.S., Europe and Asia. It is one of the country's largest online education providers. Its student base is primarily working adults and active-duty military members and their families.