News at Smith

Smith Launches New Ad Campaign

May 12, 2016


Chances are you have seen the new “Lead Fearlessly” ad campaign for the Robert H. Smith School of Business as you’ve traveled around the Baltimore-Washington, D.C., metro area this spring – at the DC Metro, Oriole Park at Camden Yards or Baltimore/Washington International Thurgood Marshall Airport (BWI). Radio ads are playing on local stations and banners ads are on display on numerous news websites throughout the region.

Building on the popularity of the University of Maryland’s “Fear the Turtle” and “Fearless Ideas” slogans, “Lead Fearlessly” reflects the school’s commitment to preparing students to address complex problems and deliver innovative solutions in their organizations and communities.

“We asked students, ‘What does lead fearlessly mean to you?’ and got some awesome responses,” said John Hetherington, director of advertising at Smith.  “One student response that sticks out and really sums up the Smith experience: ‘Knowing I have the background and skills to always succeed.’ That’s the essence of a Smith MBA and why ‘Lead Fearlessly’ fits us perfectly."

A radio commercial airing on WTOP asks, "What does it mean to lead fearlessly?" Answers include: "rolling up your sleeves to get the job done" and "taking on big problems and creating real solutions." Links to the radio spots are below. 

Smith worked with LMD Agency, Laurel, Md., on the campaign, which launched in late February throughout the Baltimore/Washington region. The campaign continues until late June with a strong showing in Metro lines and buses in Montgomery County, Md. 

BWI Banners

BWI Banners

Metro Posters

Metro Posters

Bus Shelters

Bus Shelters/Exteriors

Landing Page - landing page

Radio Spots

Join the conversation online at #LeadFearlessly. To learn more about the academic programs at Smith, visit:

- Alissa Arford, Office of Marketing Communications 

About the University of Maryland's Robert H. Smith School of Business

The Robert H. Smith School of Business is an internationally recognized leader in management education and research. One of 12 colleges and schools at the University of Maryland, College Park, the Smith School offers undergraduate, full-time and part-time MBA, executive MBA, online MBA, specialty master's, PhD and executive education programs, as well as outreach services to the corporate community. The school offers its degree, custom and certification programs in learning locations in North America and Asia.