LBS set to appoint Gyro International to 2m global brief

London Business School (LBS) is poised to appoint Gyro International to handle the £2m global integrated account for its MBA and undergraduate school.

The integrated agency has been handed a three-month project following a pitch handled by the AAR that involved a number of other undisclosed agencies. If the project is a success, the agency will be appointed to the entire business.

LBS began contacting direct marketing agencies in November to help it achieve its brand awareness and student recruitment targets. The pitch was overseen by marketing and communications director David Lane, who confirms that Gyro is the frontrunner to scoop the business, subject to the successful completion of the project.

Lane says: “Nothing has been signed but Gyro is in pole position. The agency will do a project for us and it’s highly likely that we will sign on the dotted line after that.”

The institution appointed Tequila/London to handle its £1m integrated account for bespoke and set courses and training programmes at the start of last year.

Tequila, which is not affected by the latest review, won the business in a pitch against Saatchi & Saatchi X and Publicis Dialog. Its first work for LBS was a direct mail campaign to 5,000 senior marketing executives worldwide, and built on the idea of how hard it is to get new insights when you are stuck in the same daily routine.

The business moved from First City, which was also believed to be the incumbent on the undergraduate account. It is not known whether it repitched for the business.

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