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.

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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.

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