Babson Seeks Applicants

A business school for entrepreneurs is looking for an agency to possibly replace 11-year incumbent Kelley & Co.
Babson College, a private institution in Wellesley, Mass., has a smallish media budget with “a large footprint” in publications such as The Wall Street Journal, U.S. News & World Report and others.
Interested agencies, according to college officials, should display “measurable creativity, knowledge of the Internet, innovative media placements and a strategic perspective.” Research capabilities and knowledge of the higher education market would “be nice” but isn’t necessary.
A recent test ad created by Kelley & Co. in Wellesley and placed in Fast Co. generated a “huge result,” said Elizabeth Edsen, director of marketing programs and special events for the college. “We’re looking for new creative that is innovative and demonstrates measurable results in traditional media and [via] Web sites.”
The review committee, still being formed, will be spearheaded by Cathleen Toomey Fraser, executive director of college marketing.
Agencies interested in participating should mail a letter of introduction to Fraser at Babson College.
–Judy Warner