Tertiary arts education institution Nanyang Academy of Fine Arts (NAFA) has appointed independent agency Formul8 as its creative agency of record, for a period of two years.
The decision was made following an open pitch.
According to a brief seen by Marketing, the agency is tasked to provide creative, advertising and marketing services for NAFA.
Underlining its target audience, the marketing communication will focus on the prospective students of NAFA’s primary market – the tertiary (diploma and degree) segment. The messages are intended to be tactical and direct, taking into account the demographic and media consumption preferences of the prospective students.
Formul8 is tasked with above-the-line and below-the-line communication strategy and creative development duties for NAFA’s target audience.
The agency will also help out in media planning and buying to achieve NAFA’s marketing campaign objectives. It will manage digital marketing and social media community management for NAFA.
NAFA declined to disclose the incumbent agency and the agencies that took part in the pitch.