Saatchi LAB to defend NTU business?

Singapore - Nanyang Technological University (NTU) has started discussions for an agency to handle its branding and advertising work to begin October 2007 - incumbent Saatchi LAB is amongst the interested agencies.

As many as 18 agencies were briefed today, including Bates and Leo Burnett, and agencies further interested in the business have until the 27 July to submit proposals. The selected agency will hold the account for one year with the opportunity to extend the contract for a further year, judging from performances.

In a statement NTU expects the winning agency to work on an ad campaign informing the public that NTU is a ‘gem' of a university, set in a garden campus, full of life and leadership opportunities. In terms of branding, NTU is also looking for an agency able to reinforce its position as a strong global university while acknowledging its strengths in science and technology, business, arts, humanities and social sciences.

"The university is to be pitched as the choice of the discerning who want to be well prepared for the fast paced, high-tech global economy of tomorrow," read an NTU statement.