Business without the 'BS'ness.

The Brief

Our first task for the Marketing Week Mini MBA team was to create a tone of voice guide with a difference – one that not only reflected the voice of the programme but also captured the unique personality of the marketing genius behind it all – Professor Mark Ritson.

We were then asked to take the TOV and build a series of persuasive communications around not only the famous Marketing Mini MBA, but also two new programmes in the Mini MBA series – Management and Brand Management.

More than 20,000 alumni have already discovered how a Mini MBA can transform them into more effective and inspired marketers. This is their latest addition. Making managers out of marketers. All marketers should (and very often do) reach a point where they walk the line between marketing and business management. This course is designed to help anyone who’s already earned their marketing stripes to learn what it takes to make it in the boardroom too.

The Response

Nerve-wracking as it may seem to create marketing material for one of the world’s greatest marketers (a little like knocking up a cheese toastie for Gordon Ramsey) the …Gasp! team worked closely with the Mini MBA folks to communicate the two new programmes across websites, brochures and through some highly Ritson-esque campaign ads too.

The marketing for the two new courses involved gathering material from all the different professors and business leaders contributing to each programme – creating a consistent and compelling overview of two extraordinary courses, and ensuring the right audiences were discovering the right programme for them.

The Results

Being able to instantly apply the new TOV to the Mini MBA website and the promotional material for all three programmes was the perfect opportunity to see it in action – and allowed us to apply the nuances of the programme voice versus the Voice of Ritson.

We were also proud to see the two new programmes successfully launch on the Mini MBA website and across their social channels, helping to grow one of the most popular online training offerings in the industry – with more than 20,000 marketers and professionals (including everyone in the …Gasp! team) having already completed at least the original Marketing Mini MBA since it began in 2016.