L’agence de communication internationale leader sur le secteur de l’Education

Agence de communication internationale, Noir sur Blanc conseille et guide les acteurs privés et publics du monde de l’enseignement supérieur et de la recherche depuis 1990. Nous accompagnons nos clients dans toutes les phases de leur communication : du diagnostic au conseil stratégique, en passant par la création et la diffusion de leurs campagnes.

L’agence s’adresse également aux institutionnels publics et privés qui souhaitent valoriser leurs actions dans le domaine de l’enseignement supérieur et de la recherche, ainsi qu’aux entreprises qui veulent travailler leur marque employeur et leur communication de recrutement.

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29/01/2016
Corruption, networking and the Executive MBA in China
NSB’s China consultant explains how Western business schools can make the most of their presence in China In September 2014, the Chinese government’s anti-corruption war targeted Executive MBAs (EMBA), following the government’s ban on officials receiving scholarships from business schools. This regulation means directors and managers in government and at state-owned enterprises are unable to accept costly business training programmes unless they get official approval and pay the tuition fees themselves. Lire la version française For a long time, EMBAs were seen as a good opportunity for networking, or building “Guanxi” as it is known in China. As tuition fees for EMBAs were too expensive for most government officials, some business schools offered practically free enrolment. This way, the business schools were able to attract wealthy entrepreneurs looking to build their networks with officials. This is where the idea of “corruption” came from. About 5% to 8% of China’s EMBA students are government officials, most of whom have scholarships funded by business schools. This new regulation could also be a good thing to promote growth in academic rigour and high-quality teaching. Some business schools welcome this regulation, especially when their programmes are taught uniquely in English, while government officials are likely to follow a programme in Chinese. However, in the short term, this regulation will impact business schools. With the withdrawal of government officials, the quality in the learning experience for students from companies will be lowered as it is undeniable that networking with officials is also part of a high-quality EMBA programme. On the other hand, the Chinese market is becoming more and more strategic for European and American business schools with the rise of Chinese businesses and relative strong economic growth. So, the problem for most Western business schools is how to deal with this new situation, especially in PR. Firstly, we think it’s important to show the attractiveness of your EMBA to Chinese entrepreneurs. In the past, government officials always made up a minority of EMBA students. Many state-owned companies have a real need to be more globalized, so they still need to give their managers the necessary training, including executive programs. In addition, the private sector is more active in China these days. We have witnessed the rise of many non-state-owned giants, such as Alibaba, Wanda and Fosun. For these big private groups, executive programmes are not only a bridge to networking with officials, but also a shortcut in learning from Western companies and competitors. As a result, for business schools, the key message for communication should always be built around a “global programme” or a “high-quality learning experience”, etc. Secondly, the government’s ban also makes the media more cautious when publishing articles directly relating to or promoting executive programmes. It’s easy to understand as media censorship still exists in China. In order to communicate more efficiently, we advise our clients’ core of message be focused on actual specializations of their programmes. For many Chinese media and the public, the EMBA doesn’t have a good image: not only is it costly, it is not always clear what exactly will be taught. So, if business schools can build their stories on the specializations of their programme (it’s also an effective way to differentiate from other executive programmes), the media may be more interested in the programme’s “specialization”, and this also lets more people see that there are high-quality executive programmes out there and people can really accelerate their business and career thanks to these programmes. Last but not least, business schools can always show their academic strength through their professors’ research and different kinds of expertise. Many successful business schools have created executive programmes with top Chinese universities and business schools. This gives them an edge on building relations with local media. But considering China’s complex and changing media landscape, communication should also be regular and cover as many aspects of your school as possible, not just the partnerships with Chinese institutions. So, the next question is what to communicate. We think new research linked to news and current affairs is always attractive to journalists. Chinese journalists make few requests, and it’s important to encourage your faculty to comment on the topics that Chinese media pay attention to and actively pitch the experts’ opinions to the media. However, this communication is not enough. Chinese people usually think meeting “face-to-face” is more important. So for business schools, it is essential to organize some sort of event in China, and create opportunities to meet the media and the public. Then, regular communication will help to maintain a meaningful relationship with the media.   Receive our newsletter every Friday in you mailbox: [wysija_form id="4"]  
25/01/2016
International one-year MBA leads the pack in FT 2016 ranking
The king of MBAs has been dethroned. After a total of 6 years of sitting in the top spot of the FT’s Global MBA ranking, Harvard Business school has been superseded by the most international of European schools, Insead. The school’s alumni from 2012 earned an impressive $167,000 three years after graduation, but it was the value for money criteria that elevated it above other top-flight competitors London Business School (ranked 3rd), Wharton (4th), Stanford (5th) and Columbia (6th). The reason is that Insead’s MBA is taught over 12 months whereas the others are two year programmes, a format cherished by US schools but one which is proving difficult to sustain for schools outside the top tier. Indeed, Insead’s is the first ever one-year programme to reach the number one spot. There was little change in the rest of the top 20, but IMD in Switzerland climbed seven places to 13, while Spain’s Iese Business School fell nine places and Ceibs lost six. Other losers included UCLA Anderson (from 25th in 2015 to 34th) and the University of Hong Kong (from 28th to 44th). There are nine new entries this year, with Renmin University of China Business School being the highest ranked in 43rd place. Renmin also came out on top for the proportion of women students, with 59% of the student body made up of females. It is interesting to note that as a whole, Chinese schools have 44% female students – the highest of any other nation – while the overall average is a lowly 27%. Internationally speaking, IMD is head and shoulders above the rest. The Swiss school, along with two others – Grenoble and Birmingham – has 100% international students, closely followed by Rotterdam School of Management and Lancaster with 98%. IMD also had 95% international faculty, making it first in that criteria, as well as taking first place for international mobility, meaning graduates worked in a different country three years after graduation than pre-MBA. Meanwhile, there was a shift in the loyalty of MBA graduates. While many from the class of 2012 may have told their employers that they hoped to increase earnings, enlarge their network and improve business acumen in order to get the necessary funding from their boss, the FT’s data actually shows that getting a promotion at their current company was the least cited criteria. Changing employer and career were rated among the highest-scoring priorities, with 7.7 and 8 out of 10 respectively. In fact, it turns out that graduates’ ultimate aim was the “triple jump” – parlance for not only getting a different job, but also in a different industry and in a different country.
25/01/2016
International one-year MBA leads the pack in FT 2016 ranking
The king of MBAs has been dethroned. After a total of 6 years of sitting in the top spot of the FT’s Global MBA ranking, Harvard Business school has been superseded by the most international of European schools, Insead. The school’s alumni from 2012 earned an impressive $167,000 three years after graduation, but it was the value for money criteria that elevated it above other top-flight competitors London Business School (ranked 3rd), Wharton (4th), Stanford (5th) and Columbia (6th). The reason is that Insead’s MBA is taught over 12 months whereas the others are two year programmes, a format cherished by US schools but one which is proving difficult to sustain for schools outside the top tier. Indeed, Insead’s is the first ever one-year programme to reach the number one spot. There was little change in the rest of the top 20, but IMD in Switzerland climbed seven places to 13, while Spain’s Iese Business School fell nine places and Ceibs lost six. Other losers included UCLA Anderson (from 25th in 2015 to 34th) and the University of Hong Kong (from 28th to 44th). There are nine new entries this year, with Renmin University of China Business School being the highest ranked in 43rd place. Renmin also came out on top for the proportion of women students, with 59% of the student body made up of females. It is interesting to note that as a whole, Chinese schools have 44% female students – the highest of any other nation – while the overall average is a lowly 27%. Internationally speaking, IMD is head and shoulders above the rest. The Swiss school, along with two others – Grenoble and Birmingham – has 100% international students, closely followed by Rotterdam School of Management and Lancaster with 98%. IMD also had 95% international faculty, making it first in that criteria, as well as taking first place for international mobility, meaning graduates worked in a different country three years after graduation than pre-MBA. Meanwhile, there was a shift in the loyalty of MBA graduates. While many from the class of 2012 may have told their employers that they hoped to increase earnings, enlarge their network and improve business acumen in order to get the necessary funding from their boss, the FT’s data actually shows that getting a promotion at their current company was the least cited criteria. Changing employer and career were rated among the highest-scoring priorities, with 7.7 and 8 out of 10 respectively. In fact, it turns out that graduates’ ultimate aim was the “triple jump” – parlance for not only getting a different job, but also in a different industry and in a different country.
21/01/2016
Noir sur Blanc repense la stratégie de marque d'Arts et Métiers
Voilà maintenant plus d’un an et demi que l’équipe Noir sur Blanc travaille sur la nouvelle stratégie de marque Arts et Métiers. Et voici l’aboutissement de ce long et passionnant travail ! Fondée en 1780 par le duc de La Rochefoucauld-Liancourt, l’École Nationale Supérieure d‘Arts et Métiers fait partie des grandes écoles françaises publiques de formation d’ingénieurs généralistes, véritable référence pour l’enseignement et la recherche technologiques. En août 2014, face à la régionalisation de l’enseignement supérieur et le manque de lisibilité de la marque Arts et Métiers, la communauté avait mandaté notre agence pour repenser sa stratégie de marque et son identité.   Après une importante phase d’observation et de diagnostic sur les entités qui constituent Arts et Métiers (l’Ecole, la Société des Ingénieurs, la Fondation et l’Union des Élèves), nous avons pu mettre en évidence les principales forces et faiblesses dont dispose l’institution : d’une part, les valeurs et l’histoire d’Arts et Métiers sont vécues et envisagées de manière différente selon les publics, ce qui rejaillit sur la cohérence et l’impact de la marque. D’autre part, l’exploitation abusive de l’appellation Arts et Métiers en France nuit à la lisibilité de l’établissement et créé une confusion dans l’esprit des publics. Quant à l’image d’Arts et Métiers, bien qu’elle possède un fort potentiel, elle souffre clairement d’un manque de modernité. Nous avons repensé la stratégie de marque et l’identité visuelle d’Arts et Métiers afin d’unir l’Ecole, la Société des Ingénieurs et la Fondation autour d’une marque forte qui s’affirme face à la concurrence, et qui reflète leur projet stratégique partagé. Sur nos conseils, l’institution a fait le choix de clarifier sa marque et de se recentrer sur le nom Arts et Métiers (retrait de ParisTech) : un message fort adressé à la fois aux prospects mais aussi aux concurrents qui exploitent ce nom. Pour l’occasion, l’agence a élaboré un nouveau territoire de marque qui s’appuie sur les valeurs et les symboles historiques de l’institution, tout en la projetant dans l’avenir, en cohérence avec ses ambitions futures de « grand établissement technologique ». Cette stratégie s’accompagne d’un nouveau logo créé par l’agence : nous nous sommes inspirés de l’évolution modulaire tout en nous appuyant sur les symboles historiques de l’institution, et notamment le A et le M qui s’entremêlent. Le logo se décline pour l’entité FONDATION, tandis que l’ensemble des associations d’anciens se réunit autour de la déclinaison ALUMNI. Les logos sont accompagnés d’une charte graphique détaillée permettant de cadrer au maximum l’exploitation de cette nouvelle identité, notamment en interne auprès des nombreuses entités et association gravitant autour de l’Ecole.     Cette nouvelle identité de marque concrétise le projet stratégique de l’établissement et lui donne les moyens de relever les défis à venir.     Recevez notre newsletter tous les vendredi dans votre boite aux lettres : [wysija_form id="3"]  
18/12/2015
Changement de nom : Audencia devient Audencia Business School
Rappelez-vous ! Dans son étude datant de septembre dernier, NSB soulignait que 80 % des Business Schools françaises avait fait évoluer ou changer leur nom de marque. Et ces évolutions continuent leur chemin puisque Audencia Nantes Ecole de Management vient d’annoncer un changement de nom. A partir du 1er janvier 2016, elle devient Audencia Business School. Présente à ce jour sur trois sites (Nantes, Paris et Pékin), elle entend ainsi mieux refléter la pluralité de ses implantations et renforcer encore sa visibilité internationale. Elle met également clairement en avant son positionnement au sein du groupe des meilleures business schools, tant au niveau européen que mondial. Dans l’étude, parmi les 64 % d’écoles qui avaient fait évoluer leur nom de marque, nous précisions qu’elles étaient 23 % à avoir d’abord évolué vers le vocable « Ecole de management », puis vers celui de « Business School ». Et c’est dans cette dynamique que s’inscrit donc Audencia, tout comme d’autres écoles : « En 2005, elle [l’EM Lyon] ajoute « Business School » et prend le nom d'EMLYON Business School. De la même manière, l’ESDES Lyon Business School a ajouté « Ecole de Management » dans son logo, remplacé il y a peu par « Business School » ainsi que le rappel du nom de la ville de l’école : Lyon. L’ICN Business School ainsi que l’ISC Paris Business School sont également toutes deux passées par l’appellation « Ecole de Management »/ « School of Management », avant d’évoluer vers le vocable « Business School », respectivement en 2005 et 2013. » Téléchargez l'ensemble des résultats de l'étude sur le changement de nom des Business Schools   Retrouvez notre newsletter tous les vendredi [wysija_form id="3"]
07/12/2015
NSB Analysis - Financial Times European Business Schools 2015
NSB analyses the FT’s annual end-of-year ranking December is upon us and as 2015 draws to a close, those best-of, end-of-year lists begin to rear their heads, ranking everything and anything from the best song, best movie, best mobile phone, best memes, best Gifs and even best YouTube moment… Likewise, the higher education sector has its own end-of-year ranking that business schools across the land look forward to (or not!), like a nervous child waiting up past her bedtime for Father Christmas to arrive – the Financial Times’ European Business School ranking. Made by compiling the results of the FT’s other rankings released throughout the year - namely the MBA, executive MBA (EMBA), masters in management (MiM) and executive education - the European Business School ranking this year lists a total of 85 European business schools. In order to be eligible for a full score, schools must take part in all four rankings, a feat which only 9 schools achieved. Top 10 steady London Business School remains in the top spot followed by HEC Paris which also retains its second place. The rest of the top ten remains largely unchanged with the same leading schools either moving up or down a place or two, such as Insead which moves up from third in 2014. St Gallen of Switzerland moves up two places to fourth and the two Spanish schools IE and Esade come in at joint fifth. Bocconi, Iese, IMD, Oxford Saïd and ESCP Europe complete the top ten. In terms of nationalities, there are three French schools, three Spanish schools, two British, two Swiss and one Italian school in the top ten (eleven counting the two joint fifth places). The nation with the most schools in the overall ranking is France with 22 schools, followed closely by the UK with 19. There are six new entrants in the 2015 ranking: EM Normandie, ESC Clermont, Burgundy School of Business and Nottingham University Business School which all enter among the bottom ten, with Essca School of Management in at 73rd. It is the Frankfurt School of Finance and Management though that comes in highest at joint 60th, bringing the total number of German schools featured in the ranking to seven. Winners & losers Following on from its dramatic fall in last September’s Master in Management ranking, EMLyon consequently drops from 14th to 29th, while on the contrary and in a numerological coincidence, Cambridge Judge rises from 29th to 14th. Also on the way up is Toulouse Business School, which moves 14 places from 63rd to 49th and Copenhagen Business School, which climbs nine places to 34th. Diversity & salary The FT places a lot of emphasis on graduate salary as well as the diversity of the school’s alumni and faculty. Insead’s EMBA graduates are the best paid with an annual salary of $212,019, which represents an increase of 56% on their pre-EMBA wage. The highest salary increase though goes to the MBA graduates of Iese Business School in Spain who saw a 121% increase. In terms of diversity, France’s Télécom Business School has the most gender-balanced faculty, with exactly 50% women, while Leipzig Graduate School of Management of Germany is the least balanced, with only 10%.  IMD of Switzerland comes out top for international faculty (93%) while Warsaw School of Economics employs only 1% non-Polish professors, followed closely by Politecnico di Milano School of Management (3% non-Italian).   FT European Business Schools 2015 Ranking (FT website) Download the ranking (pdf)     Receive our Newsletter in your mailbox: [wysija_form id="3"]  
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16/07/2015

This week featured:  Latvia and educational system – Removing programme in Ro

[Ranking] Le classement 2015 des écoles d'ingénieurs du Figaro est sorti !

15/07/2015

Le classement 2015 des écoles d'ingénieurs du Figaro Etudiant vise à aider le

[Publicité] BNP Paribas – France: We are tennis #ATWL

15/07/2015

BNP is one of the most important sponsors of the tennis world. In the framework

TOTW 09/07/2015 Find out what’s happening in the world of higher education ‪#‎HigherED‬ ‪#‎EnsSup #ESR

09/07/2015

This week featured: BRICS, competition between Russian universities increases -

[Publicité] Panamericana Escola de Arte e Design - Brazil : How far does your creativity go? #ATWL

08/07/2015

We noticed Panamericana School of Art and Design campaign in the past. This Lati

#TOTW 02/07/2015 Find out what’s happening in the world of higher education ‪#‎HigherED‬ ‪#‎EnsSup #ESR

02/07/2015

This week featured: mutual  recognition of diplomas between France  & R

[Publicité] Graduate School of Business - University of Cape Town / South Africa : Curiosity #ATWL

01/07/2015

Executive Education at the University of Cape Town Graduate School of Business (

#TOTW 25/06/2015 Find out what’s happening in the world of higher education ‪#‎HigherED‬ ‪#‎EnsSup #ESR

25/06/2015

This week featured: Key figures of returning Chinese students after overseas stu

#ATWL - Harvard Business School for Harvard Business Review // Do You Subscribe To The Power Of Ideas?

23/06/2015

Everyone in business knows this famous influential management magazine that is t

#Ranking FT Masters in Finance Pre Experience 2015

22/06/2015

Each year, the Financial Times carries out several rankings of the Busines

TOTW 18/06/2015 Find out what’s happening in the world of higher education ‪#‎HigherED‬ ‪#‎EnsSup #ESR

18/06/2015

This week featured best companies for students in Russia,  Art and Design schoo

#ATWL Dubai Cares : Education makes the difference - Fundraising

17/06/2015

Dubai Cares is a philanthropic organization working to improve children's access

TOTW 04/06/2015 Find out what’s happening in the world of higher education ‪#‎HigherED‬ ‪#‎EnsSup #ESR

04/06/2015

This week featured Chinese students in Canada,  Southern Italian Universities s

[Publicité] Ads that we like – Kaunas University of Technology (Lithuania) #ATWL

03/06/2015

What's behind the name of a job? This was the question on which the Kaunas Unive

[Interview] de Brigitte Fournier dans Culture RP

01/06/2015

Brigitte Fournier, dirigeante et fondatrice de l'agence, est interviewée par Cu

TOTW – 28/05/2015 – Find out what’s happening in the world of international higher education ‪#‎HigherED‬ ‪#‎EnsSup

28/05/2015

This week featured Japan,  Arctic,  VIAEDUC Find out what’s happening in th

[Publicité] Ads that we like – Estacio University: Family Graduation #ATWL

27/05/2015

In some countries, in some circles, access to education comes at the cost of man

Les Petits Déjeuners Débat de NSB : French Touch vs French Tech

22/05/2015

L'agence spécialiste de l'enseignement supérieur organise le jeudi 11 juin 201

TOTW – 21/05/2015 – Find out what’s happening in the world of international higher education ‪#‎HigherED‬ ‪#‎EnsSup

21/05/2015

This week featured Moscow State University ; IESE ; HEC ; Parsons Paris ; Bucare

[Publicité] Ads that we like - University of Western Australia: Pursue Impossible #ATWL

20/05/2015

This week we went Down Under to  present you this amazing  inspirational video

TOTW – 07/05/2015 – Find out what’s happening in the world of international higher education ‪#‎HigherED‬ ‪#‎EnsSup‬

07/05/2015

Find out what’s happening in the world of international higher education via o

[Publicité] Ads That We Like HBO Nordic - Game of Thrones Season 5 "The Countdown #ATWL

06/05/2015

At NSB we are fans of Game Of Thrones. Of course, we were in front of our TV set

TOTW – 30/04/2015 – Find out what’s happening in the world of international higher education ‪#‎HigherED‬ ‪#‎EnsSup‬

30/04/2015

Find out what’s happening in the world of international higher education via o

[Publicité] Ads That We Like University of Antwerp - Belgium "Let's Define the future" @UAntwerpen #ATWL

29/04/2015

Why do we like this campaign from @UAntwerpen? Is it about multiple programs? ?

Comment organiser une conférence de presse à Shanghai ?

24/04/2015

L'université de Virginie ouvre un bureau à Shanghai, Noir sur Blanc organise l

TOTW – 23/04/2015 – Find out what’s happening in the world of international higher education ‪#‎HigherED‬ ‪#‎EnsSup‬

23/04/2015

Find out what’s happening in the world of international higher education via o

[Publicité] Ads That We Like: Ogilvy Creative School Tokyo: Let It All Out #ATWL

22/04/2015

What a shock we got on seeing this series of loaded visuals! The creative shots

TOTW – 16/04/2015 – Find out what’s happening in the world of international higher education ‪#‎HigherED‬ ‪#‎EnsSup‬

16/04/2015

Find out what’s happening in the world of international higher education via o

[Publicité] Ads That We Like : Euroidiomas - Google Madwords

16/04/2015

Euroidiomas is an educational institution with 25 years of experience dedicated

TOTW – 09/04/2015 – Find out what’s happening in the world of international higher education ‪#‎HigherED‬ ‪#‎EnsSup‬

09/04/2015

Find out what’s happening in the world of international higher education via o

[Publicité] ATWL : THINK (Road Safety) mobile campaign from UK

08/04/2015

This week we have chosen an advertisement about the danger of the use of mobile

TOTW – 02/04/2015 – Find out what’s happening in the world of international higher education ‪#‎HigherED‬ ‪#‎EnsSup‬

02/04/2015

Find out what’s happening in the world of international higher education via o

[Publicité] Ads that we like – Bet on your creativity – Panamericana Escola de Arte e Design – Brazil #ATWL

01/04/2015

This school of art and design from Brazil comes back with an amazing recruitment

TOTW – 26/03/2015 – Find out what’s happening in the world of international higher education #HigherED #EnsSup

26/03/2015

Find out what’s happening in the world of international higher education via o

[Publicité] #ATWL Ads that we like - The Label Don't Tell the Whole Story - Canadian Fair Trade Network - Canada

25/03/2015

This week we noticed the campaign Canadian Fair Trade Network in the fight again

TOTW – 20/03/2015 – Find out what’s happening in the world of international higher education #HigherED #EnsSup

19/03/2015

Find out what’s happening in the world of international higher education via o

[Publicité] Ads that we like : @Acadomia – Le pouvoir extraordinaire #ATWL

18/03/2015

Georges has great capabilities. Find out what super power allows it to embody an

NSB se glitch pour le reFrag: Glitch festival organisé par Parsons Paris

17/03/2015

Du 19 mars au 22 mars 2015, l’école de mode et de design Parsons Paris The Ne

TOTW – 12/03/2015 – Find out what’s happening in the world of international higher education #HigherED #EnsSup

12/03/2015

Find out what’s happening in the world of international higher education via o

[Publicité] Ads that we like : The Sunday Times - Best Places to live #ATWL

11/03/2015

The Sunday Times Best Place to Live is a definitive guide to where to live. We

#Ranking : classement Ecoles d'Ingénieurs 2015 de l'Usine Nouvelle

10/03/2015

Il vient de sortir et le classement brut donne les résultats suivants : Pol

TOTW – 05/02/2015 – Find out what’s happening in the world of international higher education #HigherED #EnsSup

05/03/2015

Find out what’s happening in the world of international higher education via o

[Publicité] Ads That We like : Pornhub // Wankband #ADTWL

04/03/2015

This week, nothing to show from Education market. So, we decided to select Pornh

TOTW – 26/02/2015 – Find out what’s happening in the world of international higher education #HigherED #EnsSup

26/02/2015

Find out what’s happening in the world of international higher education via o

[Publicité] Ads That We like : Panamerica School of Art and Design #ADTWL

25/02/2015

The campaign of this week comes from Brazil and was created for a school of art

TOTW – 19/02/2015 - Find out what’s happening in the world of international higher education #HigherED #EnsSup

19/02/2015

Find out what’s happening in the world of international higher education via o

[Publicité] Ads That We like : Sunday Times Film and Screen Season Feb 2015 #ADTWL

18/02/2015

La campagne qui nous a marqué cette semaine est celle que met en place le Sunda

Un tout nouveau site pour Noir sur Blanc

11/02/2015

Bienvenue sur notre nouveau site. On vous laisse le découvrir ! Laissez-nous vo

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