International Schools Partnership Hires Special for Global Advertising

Special London has won the global advertising account for International Schools Partnership (ISP), the international group of independent private schools. 

Special won the business after competing against VCCP and Dentsu in a pitch process run by consultant Tina Fegent. There was no previous incumbent.

Special has been briefed to create a global positioning, brand identity and full creative and communications strategy for ISP. 

ISP is the world’s 6th biggest education business, comprising 58 schools located within 16 countries in Europe, America, The Middle East and Southeast Asia. With 45,000 students and 7000 employees across the world, it is fast expanding and as such has now appointed Special to develop its global brand positioning to match its rapid growth.

Manuel Montes Benzo, group head of brand, said, "Special won the pitch to help us reposition ISP because of the standard of their strategic thinking, creativity and collaborative approach. They have delivered a global positioning rooted in universal truths about parenting and education, but with localised nuance based on a real understanding of market differences. The relationship is built on deep trust and respect which means we can push and challenge each other, secure in the knowledge that it's all about working together to define the next era of ISP in a truly special way."

Jennifer Black, CEO and partner at Special London, said, “ISP educates and supports the next generation across many different cultures and countries. It’s a brilliant organisation with huge ambition. We’re so proud to be their partner as they build the brand and showcase the offering on a global scale.”