‘Career College’ Names 7 Semifinalists

SAN FRANCISCO Heald College said it has narrowed its search for an agency to handle its TV creative and media account to seven semifinalists.

Making the cut are: directDeutsch in Los Angeles and New York, TMP/Enrollment Marketing Group in Los Angeles and San Francisco shops Gardner Geary Coll, SenaReider, Swirl, Wrecking Ball and Wunderman. More than 70 shops contacted the college about the account, the client said.

The five-year incumbent, Publicis Dialog in San Francisco, did not participate in the review due to Heald’s plans to move away from brand advertising to direct response, said Lisa Kovner, the independent consultant conducting the review. The tagline created by the agency, “Get in. Get out. Get Ahead,” will remain.

An advertising budget has not been set, but Heald, based in San Francisco, spent about $4 million on television advertising last year, according to Kovner.

Following chemistry checks with the seven semifinalists, the 140-year-old “career college,” which offers business and technology programs for students interested in entering the workforce quickly, is expected to narrow the list to four finalists. Creative presentations are planned for the week of March 24. The client expects to name a winner around March 31.