Omnicom Media Vietnam Wins Nord Anglia Education Across Six Asian Markets

Omnicom Media Vietnam landed the media agency of record mandate for Nord Anglia Education across Asia. The appointment covers integrated media strategy, planning, and buying for 18 schools in Thailand, India, Singapore, Indonesia, Malaysia, and Uzbekistan.

Nord Anglia operates 87 premium international schools globally, serving 87,000 students. The Asia-Pacific region represents their fastest-growing market, with tuition ranging from $15,000 to $45,000 annually depending on location and grade level.

The consolidated account brings together six markets under a single media AOR. Omnicom Media Vietnam will coordinate planning and buying across territories where Nord Anglia schools compete for English-speaking expatriate families and affluent local households seeking international curriculum.

Tony Atkinson, Omnicom Media Vietnam's managing director, announced the win on LinkedIn. The scope includes strategy development and execution across paid channels for student recruitment campaigns.

Nord Anglia Education is backed by Baring Private Equity Asia. The company has expanded since 2017, opening new schools in China, Vietnam, and Thailand while acquiring existing international school operators. Enrollment growth drives revenue in the premium education sector. Each new student represents recurring annual tuition.

The appointment signals Nord Anglia's intent to standardize media strategy across Asia rather than manage individual school marketing locally. A single regional AOR gives them buying power and strategic consistency as they compete against other international school networks like Dulwich College International and Harrow International.

Omnicom Media Vietnam operates as part of Omnicom Media Group, the holding company's media buying division. The agency runs offices in Ho Chi Minh City and Hanoi.