At briefing, of the many things we learnt, two truths became key.
1. Perhaps understandably, ambitious grads – or grads’ ambitions – gravitate towards the pull of the “big four” firms. Whether to benefit from the experience or the name on the CV, or both, the big four will dominate their thoughts-for-the-future.
2. McGrathNicol, and its undergraduate program, has a demonstrable track record of greatness. Consistently delivering achievements and growth for clients, the firm and team members – of every level. Including its grads.
The campaign put this two-and-two together to create, well, “for…”.
To reach and engage the audience – ie, the broadest range of the brightest undergraduate students – the solution concisely tapped-in to these two truths.
You’re thinking… “big four”.
McGrathNicol is huge for… the benefits to launch your career.
The verbal mnemonic written – the visual played further to the idea of big-ness: the big headline style; and the big space offered at McGrathNicol every grad has the opportunity to enjoy and grow into.