Big Bang Idea Engineering hopes to brand National University as the adult education institution of the future.
The San Diego shop recently landed the estimated $2-3 million advertising account of the La Jolla, Calif., school, which offers degree programs through a network of learning centers across California.
Five undisclosed agencies also vied for the account, which was previously handled by Gregg & Associates, Kansas City, Mo.
The review was handled in-house by National's deans and president Jerry C. Lee. Vice president of marketing Patricia Potter headed the search.
Big Bang will create a brand awareness and enrollment-building campaign.
"Our strategy is to position them as defining the future of adult education in the new economy," said Mark Drozda, the agency's general manager.
Adults looking to shift careers, earn a bachelor's degree or MBA or even attain teacher certification are the target audience. Radio, print, outdoor and Internet ads will break in mid-August, Drozda said.
The shop has annual billings pushing $15 million. --James Zoltak