Thinking about the future now

Building on an international reputation for technological innovation, Imperial College Business School wanted a campaign to raise awareness of their new strategic positioning as a disruptive presence at the intersection of business and technology.

The campaign grabs readers’ attention with a provocative play on words and a series of questions about the impact of technology on business and social issues. It showcases the Business School as thinking about the future now, asserting their knowledge and thought leadership qualities.

Greater impact, lower investment

Supported by BlueSky PR and Media Minds Global, the campaign integrates bought media, social media and PR, including space in prime central London tube stations, all driving the audience to articles hosted on the new IB Knowledge hub.

The campaign has encouraged more visitors than ever before to explore the programmes, events and partnerships on offer. Programme conversions are more than double last year, and total click through from social media has been five times higher than the industry average. All of this is against a backdrop of an almost 10% reduction in budget on the previous year.

The future is bright

Frances Jackson, CEO at OPX says, “The Business Schools’ differentiator – their ability to help business leaders take advantage of technological disruption in the future – is highlighted by asking searching questions that no one else is asking.” Our copy-led approach is adaptable, taking advantage of current events and news, and linking technology and business in new, thought-provoking ways. Ultimately, the campaign communicates that the best people for the future of business don’t currently work in any business – they are at Imperial College Business School.

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