Tayburn was appointed in May following a tender process that required the consultancy to submit strategy proposals.
The consultancy was chosen on the strength of its approach, including how it planned to use initial research carried out by advertising agency JWT, says Jane Hughes, business director at Tayburn’s Manchester office.
The British Council has briefed Tayburn to investigate how the Education UK brand can be developed to include information for international policy makers and institutions as well as students.
Tayburn will conduct workshops with key stakeholders, such as UK education institutions and members of the British Council, to develop the Education UK brand. The three-month long project may result in new creative depending on Tayburn’s findings, says Hughes.
The project is a result of the 2005 Prime Minister’s Initiative for International Education (PM12), which aims to promote communication and partnerships with overseas learning institutions.
Hughes says, ‘The PM12 has broadened the British Council’s remit. Before, Education UK was seen as a recruitment brand, but it’s more about fostering international relationships in education.’