The right fit
One of the highest-ranking business schools on the planet, IESE is an international brand of distinction. The Spanish school enjoys an enviable, premium reputation both at home and abroad, but the marketing team were understandably cautious about being perceived as elitist. Meanwhile, the world of MBA and executive education is changing fast, with a more nuanced audience profile and expectations. A global brand campaign was required.
“SIM7 created a brand campaign that pushed our output to another level. A breath of fresh air working with an agency that is truly original and understands our world.”
Itziar de Ros Raventós – Director of Marketing and Communications IESE Business School
Creative strategy
Through extensive market and competitor research, and interviews with potential participants and alumni, we updated the positioning of IESE Business School. We also pushed the boundaries of the brand guidelines and created a completely new messaging strategy. The Real Leadership campaign features an honest, authentic and human approach that playfully mocks the outdated ‘hustle’ culture. We created assets including OOH adverts, a major podcast, landing pages, brochures, Google Max ads, campaign videos and more.
Developing our relationship
Real Leadership has been designed to be rolled-out over several years, thanks to a flexible design and messaging platform. In addition, the campaign has now extended into IESE’s programme-specific marketing and we have redesigned the school’s suite of brochureware. Our close working relationship with IESE has continued to deepen, and we’ve rolled out strategic branding projects across many departments including lifelong learning, alumni relations and more.
1.4m
Campaign video views
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Revolutionary brand
Delivering impact
Real Leadership is a revolutionary creative and copywriting direction for IESE Business School and remains a pioneering approach within the sector. Launched in April 2023, it has been submitted for several international design awards and season one of the podcast – featuring a series of interviews with global business leaders – consistently ranks in the top 30 of the Spotify/Apple leadership and management charts.