SMU picks new media agency partner

Singapore Management University (SMU) has appointed Brainlabs APAC as its media agency, consolidating its media planning, buying, optimisation and measurement duties under a single agency. The appointment follows a tender where Brainlabs will support SMU's media activities across Singapore and its international markets, spanning both brand-building and student recruitment efforts.

Under the remit, Brainlabs will oversee media planning, buying, optimisation and reporting across channels, schools, programmes and markets. The consolidated setup is aimed at bringing greater consistency to SMU's media strategy and measurement while improving coordination across its different audiences and campaigns.

Don't miss: Club Med shakes up media agency model across APAC

Brainlabs will also tap its technology, data and AI capabilities to connect audience, media and campaign performance signals. This is expected to give SMU a clearer view of its media performance and help inform how investment is optimised across its marketing activities.

The appointment builds on an existing relationship between the two organisations. Brainlabs has worked with SMU since March 2026 on its "Bold ideas, big impact" brand campaign, supporting audience strategy, media planning and activation, optimisation and measurement across brand and performance objectives.

The campaign highlights the university's work across education, research and partnerships and forms part of its wider efforts to communicate the impact it aims to create.

Christopher Chew, vice president, office of corporate communications and marketing at SMU, said the appointment represents a move towards a more integrated and data-led media approach that connects the university's brand and recruitment activities across schools, programmes and markets.

"Rather than operating in silos, we now have a single partner that can give us a coherent view of how our media investment is performing and where it can work harder," said Chew, adding that the partnership would support SMU's ambitions under SMU2030.

Meanwhile, Gyn Ang, CEO, Southeast Asia at Brainlabs, said higher education media needs to go beyond reaching prospective students to building institutional brands, engaging different audiences and demonstrating impact.

"SMU has a clear ambition in all three areas, and we're excited to bring a more connected, data-led approach to help turn that ambition into measurable outcomes," said Ang.

The appointment comes amid other recent media account movements in Singapore. In August, FairPrice Group appointed Stagwell Media (formerly Assembly) as its media agency, a FairPrice spokesperson confirmed to MARKETING-INTERACTIVE at the time.

The appointment is currently slated to run for a year, with an option to expand. FairPrice Group had earlier called for a media, creative and production pitch in January.

Earlier this year, KFC and Pizza Hut Singapore also appointed WPP Media as their integrated media agency following a competitive pitch. The remit covers end-to-end media strategy, planning and buying for both brands.

Related articles: 
Qantas hands media mandate for Asia to OMD 
Suntory concludes media pitch for Asia   
Coach and Kate Spade conclude global media pitch