Global Schools, which is part of the Global Group, has appointed Bates 141 as its advertising agency. The size of the account could not be ascertained.
Global Group is a real estate and trading company, which has now forayed into education and will start its premier institute in July this year. The institute will offer globally recognised BBA (Bachelor of Business Administration) and MBA (Master of Business Administration) degrees.
Bates 141 will be responsible for all the marketing and communication for Global Schools. Bates 141 and its other arms, such as 141 Sercon (integrated marketing) and 141 wallstreet (out-of-home), will work together on below the line, outdoor marketing consulting, online promotion, events and exhibitions and call centre services.
Presently, the focus is on admissions, and the communication will also be geared towards that. Eventually, Global Schools aims to expand to other Indian cities, thus evolving into an educational brand.
Jayanto Banerjee, EVP, Bates 141, says that the agenda is to move beyond listing courses and citing the institute’s affiliations, and build a brand. He adds, “There is immense clutter in the category and the communication has to move away from it.”