Roles And Responsibilities

Yes. I recall the first project was really the advertising campaign for SMU and thankfully that turned out to be hugely successful the jumping student ad and the SMU, we're different tagline. It was really the first time that a local tertiary institution has such a branding effort. Because before that, most of the advertisements were informational. I mean, they were listing the courses and all that, and nobody did, you know, sort of a huge picture of a student jumping and tagline like what we had done. 

And that success of the campaign really was also because we were able to do a parallel media campaign. We were pitching stories of the students of SMU, at least two stories a week, pushing out a lot of media stories along with the branding ads. We were inviting the media to come and experience, attend classes, and experience, you know, the SMU difference, the small classrooms, and that was really how that whole campaign, I think, resonated with the community. The messaging in terms of the different pedagogy, the flexibility in the curriculum, the broad-based approach, us producing more creative, confident, articulate students. I think that really hit the right note with the community, whether it was the employers, potential employers, the parents, the potential students. They were all excited to see something so different then.