The account was won after a multi-agency pitch.
British Council, the UK’s international organization for cultural relations and educational opportunities, has awarded its public relations mandate for India to Archetype (formerly Text100), following a competitive tender and multi-agency pitch.
Archetype was the agency on record for the British Council going into the pitch. They have been re-entrusted with the crucial task of communicating the British Council’s unified purpose to its vast set of stakeholders in India that range from government officials to school teachers, and from foreign education aspirants to the disadvantaged youth across the country.
“In Archetype, we have a partner that understands the complex communications ecosystem for a brand like ours. Their strategic consultation, insights-driven approach, and creative storytelling competencies assure us that they are the right partners to help us communicate effectively with our multiple stakeholders in an ever-evolving world,” said Nirupa Fernandez, Director Marketing India, British Council.
Sunayna Malik, Managing Director, India and Senior Vice President, APAC at Archetype said “We are delighted to work with the British Council and are looking forward to a successful partnership with such an iconic brand. The ultra-wide canvas that the British Council operates across presents us with great learning opportunities.”