SIM settles on Tribal and Grey

Singapore - Singapore Institute of Management (SIM) has picked Tribal DDB and Grey to handle its SIM Professional Development and SIM Global Education creative accounts respectively.

The news follows reports the institution was deciding whether to appoint either Tribal or Grey to handle both brands or have two agencies work on the brands separately. Previously, SIM's Global Education creative account was handled by M&C Saatchi Singapore while its Professional Development business was with JWT.

"Both Tribal DDB and Grey Singapore have demonstrated good understanding of our business and presented outstanding campaigns that give us a distinctive presence in the market and help reach out to our target audiences," Dolly Cheng, manager, business and marketing relations of SIM, said.

Focusing on a combination of print and digital media, Tribal DDB will be responsible for developing integrated through-the-line concepts and communications for SIM Professional Development to build on its brand positioning across various disciplines and business segments. While a new Grey-created ad campaign for SIM Global Education breaks early next year.

"This win is important to us and we are thrilled about it. The government's plan is to make Singapore the Global Schoolhouse. And SIM Global Education together with Grey are all poised to exploit this fantastic opportunity," Subba Raju, CEO of Grey Singapore, said.

The shortlisted agencies for the accounts were announced in early August and included Tribal DDB, Qais Consulting who were pitching with Saatchi LAB, Iris and Grey.