Leaders Are Made

The Jack Welch Management Institute offers a unique Executive MBA (EMBA) that combines the teachings and benefits of a traditional MBA with the canon of Jack Welch. He is indeed a business luminary. But was he still relevant to today's executive audience?

The Insight

The Jack Welch Management Institute wasn't so much an institution of higher learning as it was a leadership factory.

The Idea

We wanted to focus on the notion of leadership. We acknowledged the determined nature of its perspective students with the tagline, "Driven to lead."

The campaign would visually represent Jack in a timeless, larger-than-life fashion. This would reposition the brand from "the man," to "the mantra."