SMU adds digital agency to its roster

Singapore Management University (SMU) has appointed MRM//McCann as its strategic digital partner. It will be tasked with driving the mobile and digital platforms for the university. The agency will also implement and manage various digital marketing initiatives to engage with prospective and current students, as well as alumni and other relevant stakeholders.

According to Aditya Karajgi, business director at MRM//McCann, the core target audience of SMU consists of young millennials looking to enroll in an undergraduate or postgraduate course, a crucial decision that will have a big impact on their future.

“These prospective students are also digital natives – and this is where we look forward to communicate the core values of SMU and its unique pedagogy, using an engaging and interactive digital communication strategy,” Karajgi said.

The appointment follows a recent conclusion of the university’s search for a creative and media partner which was clinched by Havas Singapore and Havas Media Singapore respectively. Both agencies will handle duties pertaining to undergraduate, postgraduate and corporate identity.

The incumbents on the account are Wild Advertising & Marketing as creative and Zenith Singapore as media agency. Both were on the account for a total of three years.