I’m A (Insert Proper Noun)

According to Ad Age, University of Phoenix spent $134 million on measured media last year. The school also inked a $154 million deal for naming rights at the NFL stadium near its Phoenix headquarters in 2006. Yet, the brand continues to be ill defined, claims the trade mag.

Pereira & O’Dell, a fancy new San Francisco startup was hired by Phoenix to help change all that. But from the looks of the new campaign, the brand and agency still have some distance to travel. There’s no light bulb moment here, an aha that makes me stop and say, maybe University of Phoenix is a good school. Instead, we have yet another in the line of “I’m a Mac” takeoffs. Furthermore, testimonials from inside the school aren’t going to get the job done for University of Phoenix. This is a brand people wonder about. You change that by changing the story.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Are you familiar with the online campaign, still running I think, by Kaplan University? Your thoughts about the advertising efforts by these competing online schools would be interesting.
    From my archive of online ads:
    Kaplan University online ads