Racheal Lee
Oct 23, 2013

NUS Business School opts for Bates Chi&Partners as branding agency

SINGAPORE - National University of Singapore (NUS) Business School has selected Bates CHI&Partners as its branding agency of record for MBA and Executive MBA programmes.

NUS Business School opts for Bates Chi&Partners as branding agency

This is the first time the business school has opted to run an integrated campaign to raise its profile and build its brand across the global education landscape. The campaign launched at the end of last month.

The agency appointment came after a pitch at the end of June, which involved nine other agencies including Arcade, Grey Group, Mangham Gaxiola and The Alchemy Partnerships, according to government portal GeBiz. Bates Singapore won the bid and takes up the challenge to create an umbrella campaign for NUS Business School, which will run in key Asian markets and the US.

Missy Devlin, deputy director of marketing and branding at NUS Business School, said that a big idea set Bates CHI&Partners apart from the other agencies.

“The concept is provocative and category-breaking," she said. "And it will help NUS Business School carve out a unique and challenging position globally.”

NUS Business School has been working with production houses to craft product-driven recruitment ads. The school has since consolidated the marketing duties for its MBA programmes.

The win adds to the agency’s portfolio, which already boasts Asus and Intercontinental Hotels. Other clients include the National Library Board, Singapore Customs, Singapore Polytechnic and Singapore Sports Council.

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Ex-JWT boss Gustavo Martinez working on WPP projects
Premium
6 hours ago

Ex-JWT boss Gustavo Martinez working on WPP projects

Gustavo Martinez, the former global chief executive of J Walter Thompson, is working on projects for the agency's holding company WPP while the ongoing discrimination lawsuit against him and the agency continues.

Premium
Mitsubishi Heavy Industries takes soft approach for global growth
Premium
17 hours ago

Mitsubishi Heavy Industries takes soft approach for ...

Little-known beyond Japan, the corporate giant aims to inject some personality into its brand with the launch of a media property.

Premium
Context the key to effective engagement: MasterCard VP
Premium
17 hours ago

Context the key to effective engagement: MasterCard VP

Brands need to fully re-engineer their marketing strategies to ensure the driving factor is context ahead of just content, said MasterCard vice president Dominic Koh.

Premium
Tech Talk: Unruly, MediaMath, Trade Desk, Facebook and more
Premium
17 hours ago

Tech Talk: Unruly, MediaMath, Trade Desk, Facebook ...

A weekly round-up of this week's tech news and announcements.