Nord Anglia Education Appoints Omnicom Media Vietnam as Regional Agency

Nord Anglia Education has appointed Omnicom Media (OM) Vietnam as its regional media agency of record across Asia, following a competitive pitch process. The mandate covers integrated media strategy, planning, and buying for 19 schools across six markets: Thailand, India, Singapore, Indonesia, Malaysia, and Uzbekistan.

A Shift From School-Level Buying to a Centralized Regional Hub

The appointment marks a significant structural change for Nord Anglia. Previously, individual schools managed their own media buying independently, creating fragmented strategy across six distinct markets.

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Under the new model, OM Vietnam will develop and execute a unified media strategy across all 19 schools from a single regional hub based in Vietnam.

Arjun Green, Regional Head of Digital SEA and India at Nord Anglia Education, said the move would deliver "greater strategic alignment and efficiency in our media investments." He added that OM Vietnam demonstrated "the passion, flexibility, and capabilities needed to manage multimarket campaigns and drive qualified leads for our schools."

OM Vietnam's First Major Education Sector Mandate

This appointment represents OM Vietnam's first major engagement in the international education sector. The agency's existing client roster includes Apple, Beiersdorf, Kimberly-Clark, and Mercedes-Benz.

Julien Courant, Chief Operating Officer at OM Vietnam, said the collaboration would "combine local market expertise with regional connected capabilities to deliver impactful, performance-driven media strategies designed to drive transformative growth."

The win follows OM's recent appointment to handle Dyson's global media planning and buying account, previously held by IPG Mediabrands, through a cross-agency model emphasizing data analytics and audience targeting.

Nord Anglia's Scale Across Asia and Globally

Nord Anglia Education operates 89 schools across 37 countries, serving more than 100,000 students worldwide. Its four Vietnam schools, including BIS Hanoi and BVIS HCMC, sit within OM Vietnam's home market, giving the agency direct operational familiarity with one of the client's key Southeast Asian locations.

The organization's Asia footprint of 19 schools across six markets made centralized media coordination operationally necessary, according to the company's stated rationale for the consolidation.

Vietnam's Growing Role as a Regional Media Hub

The appointment adds to evidence that Vietnam-based agencies are being positioned as strategic centers for managing complex, multi-market mandates across Asia Pacific. OM Vietnam's consecutive wins across the education and consumer technology sectors reinforce that positioning.

Omnicom's acquisition of Interpublic Group has expanded its combined portfolio of premium global clients, integrating IPG Mediabrands into its broader media operations. That expanded scale has strengthened OM's competitive position in regional pitches.

No timeline for campaign launch or performance reporting milestones was disclosed in the announcement.