Toolbox Picks Up NYUonline

NYUonline, New York University’s for-profit subsidiary, has selected local shop
Toolbox as its first agency of record after a review involving seven other undisclosed New York shops, the client confirmed. Estimated billings are $10-12 million.
Toolbox will handle creative and media duties for the New York client and will help build the brand in the executive-education arena. The shop will probably launch the client’s first print, radio, outdoor, collateral and interactive campaign during the first quarter of next year, sources said.
“We were looking for a boutique shop which was very strategic and creative. [Toolbox] had the type of experience [we needed],” said Lauren Beiley, client vp of marketing and communications.
NYUonline is marketing its credit and noncredit courses to corporate professionals, corporate-training programs and educational institutions that cannot offer online education. “At first, [the client needs] to talk to the high-end corporate market,” said a source. “Their priority right now is to build content and to prove viability.”
NYUonline was founded in 1998 with $21.5 million in startup money from NYU; its first program debuted in early 2000. The client is working with NYU schools, departments and faculty members to develop course content.
–Simon Butle