BuderEngel Markets San Francisco's Academy of Art University

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Drive anywhere in San Francisco and you will start to come to the conclusion that the Academy of Art University owns a sizeable chunk of the city--and it does.

From apartment buildings in Pacific Heights to a number of historic churches, the school, which provides a full range of instruction in everything from advertising to photography, has been flourishing and now has over more than 8,500 students from all over the world. But the one art it needs to brush up on is its own reputation.

This week, the school hired San Francisco shop BuderEngel to handle what could grow to a $6 million to $7 million ad campaign. Besides the usual marketing, agency co-founder Vince Engel said the institution needs to build its alumni association. Many of the school's competitors, such as Art Center in Pasadena, the Miami Ad School, and even Wieden + Kennedy's in-house ad school, are strong at placing students thanks to alumni help in hiring.
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