The International English Language Testing System Appoints M&C Saatchi as Global Agency Partner

The International English Language Testing System (IELTS), an English test for international study, migration and work, has selected M&C Saatchi as its global agency partner. The appointment follows a competitive pitch.

M&C Saatchi will now act as IELTS’ central marketing team and agency partner, working to develop a new global brand platform, communications strategy, media strategy and creative campaign to relaunch and further strengthen the IELTS brand.

IELTS is the leading standardised test of English language proficiency for non-native English language speakers, helping millions of people to achieve their goals over the last 30 years. This new engagement aims to boost this momentum through marketing and communications that will motivate more test-takers and the thousands of academic institutions, governments, and workplaces that trust an IELTS result.

M&C Saatchi will partner with IELTS to deliver a global marketing strategy and inspiring, inclusive communications to ignite potential test-taker’s passion to study, work or move abroad. The campaign will show test takers that IELTS is the test which gives them the advantage.

IELTS delivers training and testing in partnership with the British Council; IDP IELTS; and Cambridge University Press & Assessment. The new engagement will support each partner’s individual sales in their respective markets, while also laddering up to support the overarching group’s targets.

Paris Arnold, global brand director, IELTS UK Services, said, “My colleagues and I are extremely excited to be working with the team at M&C Saatchi. The agency brings strategic excellence, superb team work, effective creativity, and a real sense of partnership. I am confident we will create brilliant work together that inspires our audiences and supports our commercial and charitable ambitions.”

Mary Harris, managing partner, M&C Saatchi, added, “IELTS is an incredible and complex organisation. It’s an honour to have the opportunity to partner with co-owners the British Council; IDP IELTS; and Cambridge University Press & Assessment to show the meaningful difference IELTS makes to the lives of test-takers, enabling them to go out into the world as confident global citizens. We’re looking forward to working together to take the brand into a more emotive and powerful direction and help it fulfil its huge potential.”