CHICAGO (AdAge.com) -- DeVry University selected Interpublic Group of Cos.' DraftWorldwide, Chicago, to handle its $35 million to $40 million marketing and branding campaign.
Draft was chosen after a review that included WPP Group's OgilvyOne and Cramer-Krasselt, both Chicago. Jones Lundin Beals, Chicago, handled the review.
The campaign, which will break this summer and focus heavily on direct-response TV, print ads, direct mail and online direct
marketing, will attempt to evolve the brand image of DeVry, which recently became a university through the merger of its undergraduate and graduate schools, as a technology-focused, higher-education system.
The marketing push aims to build DeVry's brand as well as its enrollment. Draft will focus on increasing both online and offline applicants in the U.S. and Canada. The agency's New York and Toronto offices will assist in the effort.
The February merger of DeVry's undegradaute and graduate divisions -- DeVry Institutes and Keller Graduate School of Management -- prompted the agency review.