Ok. I am going to be honest here, this is a difficult one for us. We actually didn’t think this campaign we created for Lakehead University, up in Thunder Bay, was the strongest work we ever did for that particular client. And before you think that I am committing professional suicide here, the client was aware of our feelings.
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We had recommended a strategy that would have been, in our opinion, more daring, in the tradition of Lakehead’s Yale Schmale campaign which we created several years ago and which, at the time, created a 17% spike in student applications.
On this occasion the client disagreed and we decided to run a well executed testimonial campaign instead. I’d be lying if I’d say that we weren’t a tad disappointed at the time, but once the decision had been made we did our best to execute against the strategy as well as we possibly could.
We might be opinionated at times, but we don’t sulk when we don’t get our way.
Well, doesn’t that campaign go out and get really good feedback. First my wife and several friends tell me that they saw the ads on the subway and really liked them. Then, as if that wasn’t enough, Marketing Magazine awards it Best in Class for University Recruitment Advertising for 2009.
Shows you that you never know.