16th Apr 2015
Leo Burnett Singapore appointed creative agency of record by GEMS World Academy
Integrated campaign to drive enrolment in Singapore kicked off in April GEMS World Academy (GWA) -a part of the world’s largest private school operator GEMS Education - appointed Leo Burnett as its creative agency of record to lead its creative communications in Singapore. Following its appointment earlier this year, the agency also recently kicked off an integrated campaign to support GWA’s enrolment drive.
Speaking about the appointment of Leo Burnett Singapore, Dino Varkey, Group Executive Director and Board Member of GEMS Education said,” Prior to the appointment in Singapore, GEMS has been working with Leo Burnett in Dubai. We are happy to have extended the partnership to Singapore in launching our school locally. The agency has demonstrated clarity in thinking from strategy to creative. Its strong belief in a brand’s need for an anchor in a purpose is what differentiates the agency, generating work that is thought-provoking and engaging.”
The integrated campaign -which includes print, outdoor, digital and events- kicked off in April and will run until September. As a new player to the private education landscape in Singapore, GWA is looking to rapidly acquire new students by significantly increasing their enrolments in 2015, Leo Burnett has been tasked to drive enquiry and school tour registration to GWA.
Basing off the insight that inquisitiveness, which is natural to children, is essential to innovation, the campaign’s creative idea thus centers on “question everything”. With this campaign, GWA is positioned as a brand which views education as equipping the next generation with skills and an environment that will help them make a positive impact on the world today and tomorrow.
GEMS World Academy (Singapore) is part of GEMS Education, the world’s largest private school operator with over 142,000 students worldwide. A new player to the private education landscape in Singapore, GEMS started its operations in September 2014, covering Pre-K to Grade 10. Recognised globally for its comprehensive and integrated content, GEMS emphasises international perspectives and real-world life skills.