The Challenge

Darden had long stood apart by helping students and professionals pursue meaning, not just advancement. In 2017, we captured this with Put Your Why to Work — a platform that united the MBA, Executive MBA and Executive Education under one resonant idea. But when a global crisis upended careers and priorities, it tested more than Darden’s message. It tested its promise. While competitors pulled back, Darden saw a chance to lead.

The Insight

Amid uncertainty, professionals weren’t just asking what now? They were asking why? Darden’s clarity of purpose offered more than academic growth — it became a guide for navigating disruption with values intact.

The Approach

Few campaigns last years, or flex to meet a world turned upside down. Put Your Why to Work did both. We continued to build campaigns that reframed disruption as a proving ground for purpose, spotlighting Darden’s programs as essential training for resilient, values-driven leadership. The platform flexed across offerings, media, and cultural shifts. It became both a brand narrative and a lifeline.

The Impact

Put Your Why to Work drove more than campaign wins — it sparked measurable growth and lasting change for Darden. MBA leads soared 119%, inquiries jumped 50% year-over-year, and engagement metrics from CTR to time on site surged. National rankings followed, with Darden breaking into Bloomberg’s Top 5 and The Economist’s global Top 10. Beyond numbers, the brand earned renewed cultural relevance and proved the power of a clear “why” when the world needs it most.