U. of Phoenix Taps Startup for Creative

BOSTON Nine months after its formation, Pereira & O’Dell has added lead creative agency status on the University of Phoenix account following a review.
The client spent slightly more than $200 million in measured media last year, with the outlay roughly evenly split between online and traditional channels, per TNS Media Intelligence.
Michael Sullivan, svp, marketing and media services at the University of Phoenix, said, “With a Pereira & O’Dell partnership we’re confident that a new campaign will highlight the pride our students feel when achieving a higher education.”
The client is well known for its Internet marketing initiatives, befitting an institution that offers degree programs at both local campuses and online.
Said shop co-founder Andrew O’Dell: “Our shared philosophy of identifying a central relevant idea around which a tactical campaign — be it digital or traditional — is developed will lead to shared success.”
IPG’s Initiative handles media for the client, which had not previously used a lead creative shop. Pereira & O’Dell overcame undisclosed shops in the review.
Former AKQA execs P.J. Pereira and O’Dell formed the San Francisco-based shop as the year began. The shop employs about 20 staffers and has also handled efforts for Lego and Yahoo. O’Dell had been president of AKQA and Pereira was ecd.