‘Get Ahead’ School Initiates Review

LOS ANGELES Heald College said it is preparing to begin a search for an agency to handle its TV creative and media account.

The 140-year old institution, which offers business and technology programs aimed at quickly getting students into the workplace, has worked with Publicis Dialog in San Francisco for the last four years. The shop is invited to participate in the review, said Lisa Kovner, an independent consultant who is leading the search.

The advertising budget has not been determined. Heald spent roughly $4 million on television ads last year, Kovner said.

Heald is based in San Francisco and would ideally like to work with a Bay Area agency, said Kovner, adding that the institution is particularly interested in hearing from direct-response shops. “The way the market is right now, it’s more important than ever to target our key audience,” she said. “With the direct route, we’re more able to identify qualified leads.”

Requests for proposal have not yet been issued, but agencies can submit capabilities up until Feb. 28, said Kovner. After reviewing capabilities, Heald plans to select shops to present creative. A decision is expected by March 31.

Publicis Dialog has created brand and local TV advertising for Heald that featured the tag, “Get in. Get out. Get ahead.” That line will remain, said Kovner.

Heald’s online marketing account will remain with Exile on Seventh in San Francisco.