Cohn and Wolfe is top of the class in private schools

An alliance embracing some of Britain’s most prestigious private schools has hired Cohn and Wolfe to carry out a consumer campaign promoting boarding.

An alliance embracing some of Britain’s most prestigious private

schools has hired Cohn and Wolfe to carry out a consumer campaign

promoting boarding.



The agency came out on top after a competitive pitch against Shandwick

and Hill and Knowlton.



The consortium of schools has not yet given itself a name and is still

recruiting members.



Total campaign expenditure will not be finalised until it becomes clear

how many schools will be taking part.



However, one agency that was approached but declined to pitch believed

the business could have a budget of up to pounds 400,000 - with a

substantial percentage of that devoted to fees. The win is the first

piece of business brought in by Cohn and Wolfe director Jonathan Shore

since his move this year from Consolidated Communications.



’It’s a loose affiliation of schools at different ends of the market,’

said Shore. ’They are deciding on policy for promotion at the

moment.



Members are still joining and they’re in discussion with the various

education associations to work alongside them.’



Edward Gould, master of Marlborough College, is co-ordinating the

campaign for the schools. Independent schools body ISIS is also lending

its support.



’We, a consortium of independent boarding schools, decided to look at

the desirability of a campaign to change the perceptions of boarding

schools,’ said Gould.



The campaign will highlight the ’diversity and wide range’ of boarding

schools available - hoping to lay to rest the cliched image of

boarding.



’Boarding has now evolved to reflect modern lifestyles,’ added Shore ’It

is a very flexible product.’



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