GMAC - Wardour

Let’s talk

A global brand positioning campaign to strengthen an industry leader

Industry

Education

Services

Campaign brand identity

Video and animation

Go-to-market assets

Summary

GMAC is an association of world-class business schools and a gold-standard exam provider. It launched the GMAT™ Focus Edition, a new version of its flagship test, in 2023. GMAC approached us looking to assert the GMAT™ Focus Edition as the first-choice exam for prospective students, and reinforce its status as a leader in its space.

The aim was to reinforce GMAC as the leader in its space and its GMAT™ Focus Edition as the first-choice exam, elevating the two brands. We built a suite of over 400 assets for an integrated global campaign, and worked to market an early rollout to target regional audiences across the US, Canada, India and Europe, reflecting GMAC’s diverse audiences.

The Wardour team created 400+ social assets for the GMAT launch campaign

Our approach

This visual identity was rolled out by our web design, content, video and design departments to generate interest in the new exam. With such a wide range of assets to create, we used the budget intelligently: we developed a distinctive visual identity, creating original designs through a unique doodle overlaid on a set of curated stock photos.

Our assets gave prospective applicants all the information necessary while remaining engaging and eye-catching

Our teams crafted everything from animated ads and social media assets to infographics, the launch video, explainer videos, emailers, blogs, the campaign website, guides, interactive tools, flyers, a study planner, and even tablecloths. All visual treatments and copywriting had to be carefully curated for multiple regions. Assets were curated for multiple regions, ensuring cultural sensitivity and meeting the target audience on their own terms.

The assets developed by the Wardour team earned 4.8 million views across the website and social platforms

Impact

Our creative approach and effective brand strategy resulted in exceptional audience engagement with the GMAT Focus Edition exam. In the first year alone, videos garnered 12 million views.

7,700 graduate programmes across 2,400 business schools rely on the GMAT Focus Edition, and nine out of 10 new MBA enrolments globally are made using a GMAT score. The GMAT Candidate YouTube video created by the Wardour team earned over 2.3 million views, while the collection of 400+ assets together earned 4.8 million views across the website and social platforms.

In the crowded business education space, the buzz we were able to generate around the new exam was integral to GMAC asserting itself as the front-runner.

Awards

Corporate Content Awards (Europe) 2024

Gold – Best one-off content campaign
Silver – Best content campaign to assist with corporate positioning

Lens Awards 2024

Silver – Best video as part of an integrated campaign
Silver – Best one-off video campaign

Summit Creative Awards 2023

Gold – Education marketing
Silver – Complete branding campaign

Digital Impact Awards 2023

Bronze – Best use of digital in the education sector

Through the successful development of over 400 vibrant assets, including videos, brochures, presentations, social media posts, blogs and infographics, to name a few, the brand now more accurately reflects the diversity of the audience it serves while elevating the GMAT brand among a sea of traditional education brands and alternatives.

Audience Growth Director

GMAC

Ready to get started?

Get in touch with Emma to explore
how we can help to tell your story.

Emma Fisher
Executive Director
emma.fisher@wardour.co.uk
+44(0)7834 180827

Name(Required)

First Name *

Name(Required)

Last Name *

Email(Required)

Phone(Required)

Company / Organisation Name(Required)

How can we help?