Agency to provide strategic counsel for awareness campaign &
develop new fundraising, alumni communications
VANCOUVER, Aug. 16 /CNW/ - Further strengthening their relationship, the
University of British Columbia (UBC) has selected DDB Canada's Vancouver
office for two distinct assignments. DDB Canada was awarded both new
assignments after a thorough and competitive pitch process involving a
number of agencies earlier this summer.
"We are proud to grow our relationship with UBC and help build their
brand as one of the most consistently top-ranked research institutions
in the world," says Patty Jones, VP client services director, DDB
Canada, Vancouver. "Each assignment has its own set of challenges,
which we are excited to tackle."
For the first assignment, DDB Canada will offer strategic brand counsel
for UBC's existing awareness campaign. The campaign has been designed
to raise UBC's profile and reputation as a tier one, research-intensive
institution and to instill a greater sense of affinity, pride and
connection to UBC amongst local, national and international audiences.
DDB Canada and OMD Vancouver will work together to provide strategic
media planning and buying, creative insight, as well as develop a social
media strategy to raise brand awareness amongst key influencers. The
brand awareness campaign will be in market September 2010 across Canada,
and will extend to international markets in 2011.
"We were impressed by the strong strategic approach DDB Canada took when
developing our campaign to recruit international students to UBC, and
we're pleased to extend our working relationship with them on this brand
building campaign," says Scott Macrae, executive director of Public
For the second assignment, DDB Canada has been selected to develop new
fundraising and alumni engagement communications. This integrated
effort will rely on a range of traditional and non-traditional media
strategies to encourage financial donations and active participation
from UBC's 260,000 alumni in the life of UBC, whether in Vancouver, the
Okanagan or across the world.
"We've set ambitious goals for the next five years and we were
particularly impressed by the social media strategies DDB presented to
engage our many constituents," says Richard Fisher, chief communications
officer of Development and Alumni Engagement, UBC.
DDB Canada's partner agency, OMD Vancouver was selected to handle the
media planning and buying.
In February 2009, UBC selected DDB Canada to develop online and offline
recruitment materials for UBC's International Student Initiative, which
included social, interactive, digital, print and design work.
About the University of British Columbia
The University of
British Columbia ( href="www.ubc.ca">www.ubc.ca) is one of
Canada's largest and most prestigious public research and teaching
institutions, and one of only two Canadian institutions to be
consistently ranked among the world's 40 best universities. Surrounded
by the beauty of the Canadian West, it is a place that inspires bold,
new ways of thinking that have helped make it a national leader in areas
as diverse as community service learning, sustainability and research
commercialization. Located in the Pacific Rim gateway of Vancouver, one
of the world's great cities, and in the Interior city of Kelowna, it
offers more than 50,000 students a range of innovative programs in the
arts, sciences, medicine, law, commerce and other faculties. UBC
attracts more than $450 million per year in research funding from
government, non-profit organizations and industry through 7,000 grants.
UBC is Canada's acknowledged university leader in sustainability and
community service learning. The university is host to internationally
renowned cultural institutions including the Museum of Anthropology, the
Chan Centre for the Performing Arts and the UBC Botanical and Nitobe
Gardens. UBC has more than 260,000 alumni worldwide.
About DDB Canada
Named Strategy's 2009 Agency of the Year and
Top Creative Agency, DDB Canada ( href="www.ddbcanada.com">www.ddbcanada.com)
is the most creatively acclaimed, internationally recognized marketing
communications agency in Canada. Known for advertising that generates
significant results for clients, DDB Canada is a "total communications
company" whose fundamental belief is that creativity is the most
powerful force in business. DDB Canada has offices in Vancouver,
Edmonton, Toronto and Montreal. The agency's integrated groups include:
DDB Kid Think (youth marketing), DDB Public Relations, Tribal DDB
(online and interactive), Karacters Design Group, Rapp Collins (direct),
Radar DDB (social media marketing) and DDB Hodes Recruitment
Communications (recruitment marketing).
SOURCE DDB Canada
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