MMB Goes for Grads

BOSTON McCarthy Mambro Bertino’s first campaign for Wake Forest University touts the school’s MBA program.

Four print ads, each designed to resemble a diploma, carry a graphic of the Wake Forest chapel. One execution has the headline, “If you’re impressed that our faculty has been published in the Harvard Business Review, you may be more impressed to know that’s just the ‘H’s.'” Copy reads, “Our faculty has garnered international recognition for their research placed in 133 different business journals in the fields of accounting, economics, entrepreneurship, finance, IT management, marketing, operations and organizational behavior.”

Another headline states, “MBA students pitch ideas to venture capitalists during a two-minute elevator ride. What, you thought you had to play a sport to be competitive?”

“Wake Forest MBA. Take notice” is the campaign tagline.

“We tried to bring people’s perceptions in line with [the] reality of how great the school is,” said Chad Caufield, director of agency operations at the Boston shop.”We tried to do something a little more unique” in terms of collegiate advertising.

The Winston-Salem, N.C.-based school is targeting prospective students and corporate recruiters. The effort will run through the fall. The first in a series of four prints ads broke this week in The Wall Street Journal.

MMB was awarded the business without a review in August. Other agency clients include Atari and Jiffy Lube.