According to Dominic Chew, Y&R’s planning director, the WPP-owned agency will develop the NTU brand for both local and international markets. Y&R will be working to develop an identity that will shape not only the ATL executions, he said, but will also have an impact on the university’s internal communications.
“We will be developing NTU’s brand DNA, such that it permeates everything they do. Our job is to inject brand energy into the way they think and their work processes,” said Chew. “Getting the DNA right is crucial and we want to play up to its brand strengths.”
Meanwhile, the win marks the third year that Saatchi LAB will be working on NTU’s advertising push, said senior account director Petrina Ho.
The contract - with an estimated billing of S$1.5 million (US$1 million) - lasts a year with NTU having the option to extending it for another year. In Singapore, the university’s competitors include National University of Singapore, Singapore Management University and UniSIM.