DeVry U. Rings Bell for Review

DeVry Inc., poised to rebrand its main educational offerings under the name DeVry University, is expected to enlist an agency with strong direct capabilities that can also keep up the company’s stream of well-known daytime TV commercials, sources said.

The Oakbrook Terrace, Ill., company confirmed that its $25-35 million account is in review and that it expects “several agencies to be invited to participate,” including incumbent Brown Marketing Communications in Chicago.

Chicago-based consultancy Jones Lundin Beals is handling the search. An executive with the firm declined to comment on the process.

A Brown executive was also not available for comment.

The review is thought to be in its early stages. Agencies who respond to proposal requests are expected to make capabilities presentations in the next month or so, sources said. Chicago shops are thought to be preferred. The account has a heavy direct component, although a full-service agency is expected to get the business.

DeVry is in the midst of merging its two major educational brands, DeVry Institutes and the Keller Graduate School of Management, into a single institution, DeVry University, according to a statement the company issued in response to a request for information about the review. The move has been approved by the Higher Learning Commission, the company said.

That development prompted the review, according to a company statement.

“The university designation is an opportune time to take a fresh look at how we describe ourselves to prospective students, employers and other important audiences,” the statement reads.

There are 21 DeVry Institute campuses in the U.S. and Canada, serving almost 50,000 students, who study everything from business and accounting to electronics and computers.

The Keller Graduate School of Management was merged with DeVry in 1987. DeVry also owns the Becker Conviser professional review courses.

DeVry, formerly the DeVry Technical Institute, pitches to students who don’t take the traditional two- or four-year college route, a recruiting pool for which it competes with the armed services. The company is authorized to grant associate and bachelor’s degrees in electronics- engineering technology and computer science.