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Sauder School of Business breaks Spirit of Discovery campaign

The Sauder School of Business at the University of British Columbia has begun a new campaign called "Spirit of Discovery." The campaign is centred on a website at <http://www.discoverwithsauder.com> that "explores the changing landscape of business" and focuses on the successes of the school's alumni. The site offers branded content produced by a group of freelance journalists, as well as a series of six videos produced by Barbershop Films. Developed by Cossette Vancouver, the campaign also includes digital and print media as well as social media activities.

"By embracing a branded journalism approach we lead with our best assets, our people and thought leadership, and frame them in a context that brings them to life in a powerful way," said Brad Gamble, assistant dean of marketing and communications at the school. "By employing a strategy that allows us to place our stories in the foreground and connect people to them, we are building our brand on the very fabric of who we are and what we do."

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