NTU trusts creative business with Y&R and Saatchi LAB

Singapore - Nanyang Technological University (NTU) has split its creative account into two, retaining incumbent Saatchi LAB as strategic, creative and media agency, while Y&R has been tasked with brand development.

Y&R Singapore will now develop the brand positioning, roadmap and architecture for NTU, with Saatchi LAB then using the findings to develop the student enrolment campaign. This is the third year Saatchi LAB has been managing the account, and the current contract lasts a year with the option to extend for another year.

"Our past campaign efforts have clearly paid off, which is evident from this win and also from the participation in the tender by other multinational agencies. With the active marketing efforts of the competitive universities and the corporatisation of NTU, our challenge is to position NTU as a strong regional university with an excellent academic infrastructure, that can provide the calibre of graduates major organisations actively wish to hire," Petrina Ho, senior account director for Saatchi LAB said.

The news brings to an end the NTU pitch which first reported by Marketing in July 2007.