Cementing sector leading status

Following a successful launch, Marketing Week’s flagship product, the Mini MBA founded by Mark Ritson, wanted to consolidate its first mover advantage with a refreshed brand identity and a new suite of content assets to support a broader marketing push against the emergent competition.

Professor Mark Ritson, the outspoken Marketing Week columnist, is the course’s biggest asset, a man who is not afraid to pull the punches. We developed a vibrant single colour execution for the two course identities alongside a positioning approach designed to emphasise the course’s status as the original and founding Mini MBA in Marketing. We reflected Mark’s confrontational and plain speaking style in our tight ad copywriting and filmed a series of content pieces with Mark designed to work through the funnel.

The brand and content landed really well, driving record breaking numbers of course sign-ups and has cemented Marketing Week’s Mini MBA’s reputation as the leading provider in the sector.