An alliance embracing some of Britain’s most prestigious private
schools has hired Cohn and Wolfe to carry out a consumer campaign
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
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
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
’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 has now evolved to reflect modern lifestyles,’ added Shore ’It
is a very flexible product.’