Brass Agency

University Challenge

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Leeds Beckett and Brass up the ante in the competitive higher education marketplace

When one of the UK’s leading higher education providers decided to produce its first ever TV advertising campaign, no-one was better placed to lead the project than Senior Account Manager Kim Hamilton.

Everyone at Brass lives and breathes their work, but for Kim the ties to this particular client were extra strong. I studied my PR degree there, graduating in 2005, and have been working on the account since the University first enlisted agency support back in 2010

she explains.

I’m totally committed to all the clients I work for, but with Leeds Beckett it’s more a case of being fully immersed in the brand. I feel really passionate about being part of its success. 

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The rationale behind the decision to produce a TV campaign was to help the University remain competitive and visible in an ever-changing marketplace as well as inform people to the name change. The name ‘Leeds Beckett University’, which came into effect in September, was chosen as a nod to the institution’s heritage, as many of its original buildings sit on land within Beckett Park.

With more than 30,000 undergraduate applications every year, not to mention 28,000 students and 3,000 staff, there was a huge amount of stakeholder engagement and behind-the-scenes work to do to keep Kim and her team of 11 on their toes.

“We identified an opportunity for Leeds Beckett to feature on TV, positioning them as a University that values and celebrates its students, staff and facilities.” The ‘Be Beckett’ creative campaign is currently visible throughout the key target areas, and the TV ad is supported by prominent outdoor media, radio and an online campaign.

Creating the TV campaign was a truly collaborative process, working closely with the client at all times, who ensured every door was open to us giving us, the opportunity to show the University in the best possible light.

With its evocative imagery that highlights the University’s strengths and credentials, instantly recognisable iconic logo and a new name that resonates on many levels, the TV campaign is the next step in helping Leeds Beckett University soar on the global educational stage.

“ I feel really passionate about being part of its success.”

– Kim Hamilton Senior Account Manager