When it was announced that EDMC had selected the small firm double positive as it’s agency of record, many people seemed confused.  At leadscon last week many of the industries largest marketers and agencies were wondering how that happened.  Other however seemed to clearly understand.  The theory isthat they were selected because of the advertising.com connection, in essence a senior exec of double positive was previously the point man for the apollo exclusive with advertising.com.  Clearly EDMC as well as the online unit are being run by former UoP exec’s and thus they pushed the deal thru with doublepos.  Interesting though we all know how the UoP deal with ad.com turned out….. hence their purchase shortly thereafter of aptimus.  Could they be simply doing a try and buy with double positive…

EDMC, Education Management Corp. planned IPO is getting lots of attention.  It may get frothy…  EDMC has some stellar holdings:

Art Institutes: with a focus on design, fashion, culinary & medical has achieved a significant brand in the market

Argosy: which focuses on Education, psychology, business, health & behavioral sciences also a strong brand with real credit to its quality & reputation.

Brown Mackie: really the career education focused division also has a strong history in accounting, business, criminal justice, tech, healthcare & legal keep them in the loop with the lower level degree programs even though they offer diploma, certs, assoc & bach

South: with it’s 100 year history & 5 locations really is an ongoing push for them as the online play has continued to move forward and gain ground.  Not yet a big boy, but clearly the management has the experience to take it to the next level.

Western State Univ. its little law school in Cali, may prove to be a future are of growth.

The EDMC group has brought together a strong management team who have done it before and hope to do it again.  They have the necessary tools & soon the resources.  It should be a nice one to watch.