Dentsu Goes to School With Brandman

LOS ANGELES Dentsu America was selected to handle the rebranding of Chapman University College following a pitch.
The account is worth $8-10 million and there was no incumbent. It could not be determined which other agencies competed for the business.
The Orange County college that serves nontraditional students, typically working adults, will be renamed Brandman University, reflecting a $10 million donation by the Brandman Foundation, Los Angeles.

Current degree programs include education, organizational leadership, criminal justice and healthcare. The school, which has over 10,000 students in California and Washington through 25 locations and online, is part of Chapman University, based in Orange, Calif.
“The challenge is really an astounding one,” said Sandep Rahi, evp, cd, Dentsu America, Los Angeles. “The competitive set is a sea of sameness, with everything all smiling faces at places like the University of Phoenix, a $100 million behemoth. So we looked at Chapman University, with 150 years of credibility in California, in contrast to the category of adult education. We want to make sure we’re not going to define the brand through students but through the school and its heritage.”