Singapore Management University picks Wild as AOR

The agency will be responsible for developing an integrated campaign for the university, aiming at students with “A” levels, polytechnic diplomas and the IB diploma, as well as international applicants looking for a "transformative" university education.

Alan Goh, director, corporate communications and marketing at SMU, noted that the education institution wants to build a strong brand and acquire a reputation as having one of the top undergraduate programmes in the region.

“We want to redefine the category and push the status quo with our marketing and advertising. We were looking for a creative agency to partner us in this exciting endeavour, and we found it in Wild,” he said.

The campaign will communicate how students can benefit from the university’s approach to grooming tomorrow’s leaders, which includes an interactive pedagogy, broad-based learning as well as giving students a global exposure. The media usage will include print, digital, outdoor and collateral and drive traffic to the SMU website.

Ng Khee Jin, creative director and managing director of Wild Advertising & Marketing, noted that the campaign would mirror the SMU student character, with ads that are spontaneous, confident and accessible in tone and manner, while highlighting SMU’s competitive advantages.

Yeo Ai Ling, executive director at Wild Advertising & Marketing, said, “We are excited to work with SMU. We want to build brand preference and position SMU as the university of choice for top student talents looking for a multi-disciplinary and holistic education – one that prepares the students to make a difference in the world.”