ITHACA, NY: Cornell University’s Samuel Curtis Johnson Graduate School of Management has named Widmeyer Communications, a Finn Partners Company, as its AOR as it aims to differentiate itself from other grad schools.
Widmeyer’s higher education team will provide strategic communications planning and counsel to the school. More specifically, the firm will work to "differentiate the Johnson School at Cornell University from its competitors and other high-quality graduate programs" and distinguish the programs offered to students, said Margaret Dunning, managing partner at Widmeyer.
The agency won the business following a competitive review, Dunning confirmed, adding, "we felt we could actually meet their goals in a really strategic way."
Eight firms were involved in the process, said Carolyn O’Keefe, associate dean of marketing and admissions and global strategy for the Johnson Graduate School.
"We felt that Widmeyer would be best able to support our growth needs for the future," she said, adding that the agency could "really push our global agenda."
The school recently announced a dual MBA/finance MBA with Tsinghua University in Beijing, which O’Keefe said is slated to begin in April 2015. Cornell’s MBA program at its tech campus on Roosevelt Island in New York City began in May.
Financial details of the contract were not disclosed.
Coyne PR was the incumbent firm working on the account for the past six years, said O’Keefe. She said the agency did "an outstanding job for us" and it took part in the review.
A representative from Coyne was not immediately available for comment.
The Johnson School at Cornell offers six MBA programs, a PhD program, and non-degree executive education, according to the statement from Widmeyer, as well as programs across Latin America, Mexico, and China.