Swirl Wins Account of Heald College

SAN FRANCISCO Heald College said it has awarded its advertising account to Swirl Advertising.

The San Francisco advertising and design shop won the creative and media business following a review in which more than 70 agencies were contacted by the career college. Independent consultant Lisa Kovner led the review.

“We are delighted to partner with Swirl as Heald College moves into its next phase of direct-response marketing,” said Leea Henderson, Heald College’s corporate director of marketing. “They bring a fresh voice to the education market, and we’re convinced that their strategic insights will help us achieve our goals.”

Swirl, an independent shop, currently does work for eBay Motors, Intuit and the Panda Express restaurant chain.

“Our team looks forward to working with Heald College to deliver an exciting new results-driven campaign that speaks directly to the college’s prospects,” said Martin Lauber, president and creative director of the agency.

Finalists were directDeutsch in Los Angeles and New York, TMP/Enrollment Marketing Group in Los Angeles, and San Francisco shops Gardner Geary Coll, SenaReider, Wrecking Ball and Wunderman. Publicis Dialog in San Francisco, which was the college’s agency for the past five years, did not participate in the review. Heald has said that was due to the college’s plans to move away from brand advertising to direct response. 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.

The 140-year-old career college offers business and technology programs for students interested in entering the workforce quickly.