Client: University of Kent
Campaign: Attraction of Pro Vice Chancellor
Locations: Canterbury, Kent

The Brief:
Recruiting to the role of Pro Vice Chancellor had previously proven problematic, with even specialist recruitment agencies having failed to source a suitable candidate. It was a key role for the University at the time as it looked to address the changes in the Higher Education sector and on placing a bigger focus on the student experience. We chose to target a top level academic, a candidate with proven leadership skills who could get to grips with the challenges and possessed the experience, personality and gravitas to achieve engagement across the University and deliver measurable results. We identified that we were seeking people who thought differently about Higher Education and used a creative campaign that challenged the norms and took us away from standard campus images. Instead we used concepts that reflected some ground-breaking research work the University had conducted, with suitably intriguing images. The campaign was successful.