The International English Language Testing System (IELTS), an English test for international study, migration and work, has named M&C Saatchi as its global agency partner at the conclusion of a competitive pitch process.
The creative agency will now take on the responsibility for the IELTS’ central marketing strategy, working to implement a new global brand platform, communications strategy and media strategy alongside a new creative campaign to relaunch and strengthen the organisation’s brand.
“My colleagues and I are extremely excited to be working with the team at M&C Saatchi. The agency brings strategic excellence, superb team work, effective creativity, and a real sense of partnership,” IELTS UK Services global brand director, Paris Arnold said.
“I am confident we will create brilliant work together that inspires our audiences and supports our commercial and charitable ambitions.”
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The IELTS is currently the leading standardised test of English language proficiency for non-native English language speakers, and the new global marketing and communications strategy delivered by M&C Saatchi will help the brand to reinforce this positioning.
M&C Saatchi managing partner, Mary Harris added: “IELTS is an incredible and complex organisation. It’s an honour to have the opportunity to partner with co-owners the British Council; IDP IELTS; and Cambridge University Press & Assessment to show the meaningful difference IELTS makes to the lives of test-takers, enabling them to go out into the world as confident global citizens.
“We’re looking forward to working together to take the brand into a more emotive and powerful direction and help it fulfil its huge potential.”
