Mullen Lowe S’ng & Partners (MLSP) has been appointed to strengthen Taylor’s University and College’s brand positioning in the new decade. MLSP’s first task was to re-evaluate what Taylor’s stood for and how the brand can and will continue to be relevant to students, parents and the community.
According to Sathi Anand, Senior Partner at MLSP, “The entire process was quite an eye-opener, to say the least. It all happened over lengthy discussions about how we found the work for higher institutions becoming increasingly predictable, one dimensional, unimaginative and eventually, uninspiring. Youths today have so much more that they want to experience and achieve. With the growing influence of social network, they are already
exposed to so much more knowledge on subjects that hold their interest.
More importantly, they are also very keen on expanding their knowledge on specific fields which embodies their soul and allows them to demonstrate their values. The question in their heads isn’t “Will I find a job doing this?”. Rather, it is “How can I affect lives and the world around me positively?”
According to a global report that was released by the International Federation of Red Cross and Red Crescent Societies (IFRC) in 2018, 60% of youth are ready to change the world for the better – not someday in the future but right now. They are hungry to lead and imagine innovative approaches to make their communities healthier, safer, and more inclusive, while writing new narratives of who they are and what they are capable of.
With that understanding, the team at MLSP pitched the idea of ‘Celebrate You’, with the believe that youths of this generation have unique values and vision of the world that they will undeniably create. This campaign is also timely to honour Taylor’s half-century milestone; while celebrating the positive values that have been passed on from generation to generation – over the last five decades.
“The experience working with Mullen Lowe S’ng & Partners has been gratifying as they are capable of bringing our brand vision to life. I truly appreciate the team’s ever-readiness, patience, understanding and hard work in meeting our pressing needs. It is always a pleasure to work with a team of similar wavelength and I look forward to greater leaps with this dynamic team,” said Jovina Tan, Vice President of Group Marketing at Taylor’s University.
Ben Foo, Group Chief Marketing Officer at Taylor’s University added, “I admire the entrepreneurial spirit in an agency like Mullen Lowe S’ng & Partners. It was important for us to have an agency-partner that would complement our way of working and be flexible to move as we make progressive changes ourselves. For us, speed and flexibility in creative and content creation is key. Adrian and Sathi worked with us based on this approach and my vision for Taylor’s which required risk-taking and bold decisions on their part. I’m glad they did because great work was produced which set the right tonality for the brand. I’m looking forward to another great year with Adrian, Sathi and team.”
Adrian S’ng, CEO of MullenLowe & S’ng & Partners said, “It is indeed a great honour to partner Taylor’s as its appointed creative agency as I myself am an alumnus of Taylor’s College. It gives the Agency a great opportunity to make a renowned and distinguished higher education institution, relevant to students today who are clearly looking to do more, be more and be a part of something different.”