Reaching out to the next generation

Since 1927, MDRT (Million Dollar Round Table), has been a leading international association of financial professionals. And looking forward, they realized the need to bring on a new, younger generation of members. They turned to us to design a recruitment campaign that would boost their overall membership and bolster their future.

We based the campaign on the use of familiar technology icons to stretch the MDRT brand and give it a fresh, current look to appeal to a younger audience. These simple, bold symbols quickly convey the concepts of power up, expand and refresh. Through a variety of media, including eblasts, print ads, trade show booths and a microsite, a broad, diverse audience was reached. MDRT reported a greater than expected uptick in new members and continued to use the campaign long beyond the original timeframe.