Crush Indonesia grabs PSB

Singapore - Singapore-based PSB Academy has appointed Crush Indonesia following a pitch that involved three other agencies.

The TNBT advertising agency is tasked to increase the school's brand awareness in Jakarta. The campaign developed by Crush Indonesia will comprise of ATL, BTL and PR campaigns that will run across channels such as cable TV, community media, national media, radio and online.

"We challenge agencies to develop marketing initiatives that befit the premium brand perception. Crush is impressive with its ability to strategically integrate PSB Singapore School's unique strengths with the local market's conditions," Dora Ng, vice president of branding and PR at PSB Academy Singapore, said.

Both PR and the ATL campaigns roll out early next year.

"We appreciate the client's eagerness to break the boundaries of the regular 'school advertising' theme. We are all very excited towards the new campaign," Bernaldi Pamuntjak, MD of Crush Indonesia, said.