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Export case study: MBA

/ March 30th 2020 / Ellie Mason
Exports and International Trade

Business: MBA

Client: Cambridge Assessments

Campaign: “Ready for the World”

Cambridge Assessments is the assessment arm of the University of Cambridge and the world’s largest provider of exam syllabuses for ages 5 to 19. Cambridge International is the international arm delivering British curricula worldwide.

Historically Cambridge International had relied on its scale and heritage. However, education has become much more of a business. With global ambition including expansion into 21 countries, the brand had become too associated with academic rigour versus a quality education. Faced with more progressive competition, it needed to prove to schools why it was relevant today.

Cambridge Assessments needed a London-based agency with a strong global outlook, proven global B2B credentials and best in class strategic and creative thinking. MBA were selected following a lengthy tender process and tasked with creating a campaign for a diverse audience.

A Cambridge International syllabus gives its students an informed curiosity, concentrating on what and how they are taught, plus the quality of the examinations, that makes Cambridge Assessments unique. The focus is on creating students who can thrive in life, which was captured in the campaign idea, ‘Ready for the World’.

The campaign resulted in much improved brand awareness and digital engagement and was successfully rolled out internationally.

This case study is featured in our UK Advertising Exports Report, which you can download here.

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