What Starts Here Changes the World

In a year-long project led by Texas Advertising Professors Neal Burns and Deborah Morrison, UT Austin will incorporate a new theme "What Starts Here Changes the World". Developed by the university's Office of Public Affairs and the Center for Brand Research in concert with GSD&M, the first tv spot aired during the UT-Arkansas football game. Air time for the spots, which typically are broadcast during televised NCAA sporting events, is provided to the participating universities free of charge.

Neal Burns, Director of the Center for Brand Research noted that "On working with the University's several key constituencies, we asked about the overall strategy of this place. Given the range of topics within a world-class university, what do we want to do? The message evolved through faculty, staff, students, and graduates -- transform work, leisure, and everyday life in the 21st century. That thought took wings in What Starts Here Changes the World. Both Deborah Morrison and I thought it was an excellent example of brand planning."

The spot, produced in conjunction GSD&M Advertising, is the first in a series of seven that will run this year. "What starts here at UT is an amazing array of life-altering events," said Deborah Morrison, Director of the Texas Creative program. "Certainly, this theme speaks to that energy and optimism."

9/28/2004