NEW YORK: Columbia Business School has brought on Coyne PR as its AOR following a competitive review involving six agencies.
Coyne, which began working with the Ivy League university in July, stood out among the competition because of its creativity, strategic thinking, and unique ideas for marketing communications, said Chris Cashman, director of PR for Columbia Business School.
"Some people incorrectly label business schools as purely doing finance and investing," he explained. "The truth is, we have faculty and staff conducting research on emerging technology, public policy, marketing, retail, consumer behavior, and when you look at that wide, varied expertise that is coming down the pipe, you need a firm that has this creativity across a ton of different experiences and disciplines."
FleishmanHillard previously worked with the business school. Representatives from Fleishman declined to comment.
Coyne is working to further enhance and strengthen Columbia Business School’s brand positioning, "At the Very Center of Business," which launched last year.
While the school already has a "tremendous reputation," Cashman said its internal PR team, which experienced 50% turnover in the last two years but is now fully staffed, wants to tell new success stories. Coyne will work to take these untold stories and use them to further promote the school and its range of offerings.
The agency will also continue to position the school as a go-to source for commentary from academics and experts, said Cashman.
He added that since the top-tier business-school space is very competitive, Coyne will find stories and other assets to differentiate Columbia Business School from its rivals.
The contract on the account is for one year. Budget information was not disclosed.