UNSW Asia appoints AGI as its next agency

Singapore - The University of New South Wales Asia (UNSW Asia) has awarded its regional creative and media accounts to AGI Communications - the agency won the business without a pitch.

The new tertiary institution made the retainer appointment - understood to be valued at around $1.5 million - on the back of its launch in Singapore, in an effort to achieve its first year admission target of 1200 students through attracting students from across Asia.

As reported in Marketing's 7 February bulletin, Brandz Comm had worked on the institution's self-actualisation-themed campaign, tagged 'The next..." (pictured) while Carat handled media placement duties. The new appointment will see AGI developing and implementing this theme during UNSW Asia's 2007 enrolment campaign, with new creatives to be produced by AGI for next year's campaign.

The campaign which comprises of brand and tactical advertising will run in regional and local media, with an initial focus on the Singapore, Malaysia, Indonesia, Thailand, Vietnam and India markets. In Singapore, the campaign will run across outdoor, press and interactive media to reach both pre-university students and their parents. Regionally, the campaign will run across key national media in respective countries.

"It is a challenging assignment to help launch a university across the region such is the level of competition - a lot of it stems from Singapore's drive towards being an education hub," Brian Beagan, GM of AGI said.