Searchlight Captial

160over90 grows roster

From the world’s largest bakery, to ultra high-stakes admissions efforts and multi-billion dollar higher ed fundraising campaigns – 160over90 is building bold, provocative business solutions for 11 new clients at the outset of 2017. Strengthening the firm’s foothold in the higher education landscape, 160over90 is embarking on a rebrand for Louisiana State University, elevating the impressive duality of academics and athletics to facilitate in- and out-of-state recruitment efforts. Also, the agency is developing strategic positioning and digital touchpoints for Furman University, a private liberal arts school in the South that’s going head-to-head against large publics; recasting enrollment communications for Biola University, a private Christian school just outside of LA; and reenvisioning the admissions experience at Fordham, the Jesuit university of New York, by crafting a powerful brand narrative, optimizing the admissions communications flow, and creating customized content to bolster Gen Z interest and brand engagement. And in an increasingly global knowledge society, 160over90 has entered into a partnership with NYU – uniquely positioned as the largest private research university – to shine a light on the school’s integrated, globally designed curriculum across campuses and academic centers in New York, Berlin, Buenos Aires, Shanghai, Abu Dhabi and more.

In the university advancement arena – a rapidly growing category for the agency – 160over90 is partnering with Creighton University and with Marquette University on strategic fundraising initiatives. And the firm is now developing a strategic framework, case statements and supporting fundraising materials for three concurrent campaigns for the three universities within the University of Illinois system.

At the same time, the agency continues to diversify its portfolio with the addition of numerous top-in-their-category consumer brands. In the CPG space, 160over90 has begun work with Bimbo Bakeries USA – a $4 billion operation, firmly positioned as the largest baking company in the world – to support the brand’s premium packaged bread lines: Arnold, Brownberry, and Oroweat. In the lifestyle vertical, the agency is developing a brand identity for the St. James, which is poised to become the premier, high-end sports and wellness destination in the D.C. market.

Hand in glove with the firm’s growing book of business, the agency has expanded its physical footprint, introducing a fourth location in Columbus, OH, alongside the Philadelphia headquarters and offices in Newport Beach, CA, and Gainesville, FL. The Columbus office is operating under the dual leadership of Chief Strategy Officer and Principal Carey Schmitt and Chief Creative Officer and Managing Director Matt Yuskewich. Schmitt boasts a robust background in the higher education category, spearheading strategy and marketing communications for University of Notre Dame, Vanderbilt University and Smith College, as well as for healthcare and financial services giants like Nationwide Insurance. Meanwhile, Yuskewich has led creative direction for institutions such as Northwestern University, The University of Arizona, UC Berkeley and Purdue University, as well as Coca-Cola, Scotts Miracle-Gro and Procter & Gamble.

Across locations and industries, 160over90 is steadfastly committed to integrated storytelling and prides itself on crafting breakthrough narratives on behalf of its clients.


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