NEW YORK Mercy College has appointed Elser & Aucone its lead advertising agency.
The shop bested two other New York agencies for the account following a six-week review, said E&A senior vice president Chris Elser. Work, which is scheduled to break in mid-January, will target the Dobbs Ferry, N.Y., college's unusual student body—undergraduates with an average age of 28 representing more than 100 ethnicities.
Initial advertising, which will eschew the client's longstanding print strategy for more radio spots, will support the opening of the college's Bronx campus and promote the school's emergency day care offerings. The campaign will also put ads on local coffee cups, pizza boxes and posters, Elser said.
Creative has not yet been approved, but the agency has suggested radio spots that parody reality TV series such as The Bachelor, American Idol and Survivor, Elser said.
The college has not yet decided if it will retain its longstanding tagline, "Success starts here."
Campaign spending was undisclosed.