Praxis Advertising, an integrated communications and marketing agency, has launched Praxis Edge, a new division dedicated exclusively to the education sector.
Designed as a fully integrated partner for institutions, Praxis Edge brings together marketing, brand strategy, and physical environment design to shape how institutions are seen, experienced, and ultimately chosen.
The launch comes at a pivotal moment for education in the UAE. Dubai’s private schools now serve more than 350,000 students across more than 220 institutions, with enrollment growing 6 per cent in the 2024-25 academic year.
Dubai’s Education Strategy E33 targets establishing at least 100 new private schools by 2033, creating a highly competitive landscape in which institutions can no longer rely on reputation alone to attract and retain families.
With more than 25 years of experience in the UAE across more than 100 educational clients, and with more than 500 campus spaces transformed, Praxis Edge is built on a deep understanding of the region’s education landscape.
The division intends to address the growing need for institutions to move beyond fragmented efforts and adopt a unified, end-to-end approach to engagement and enrollment.
“Dubai’s education sector is one of the fastest-growing in the world, and that growth is raising the bar on every front,” said Amitabh Swarup, Founder and CEO, Praxis Advertising. “With 100 new schools coming to market by 2033, institutions need more than well-made campaigns. They need a partner who understands how brand, marketing, and the on-ground experience reinforce each other at every stage of the enrollment journey. Praxis Edge is exactly that.”
Praxis Edge offers a comprehensive suite of services, including:
- Brand strategy and identity
- Digital marketing and performance
- Enrollment marketing
- PR and media relations
- Influencer and community marketing
- Campus design and space transformation
- Way-finding and identity systems
- New campus and launch planning
By integrating these capabilities, Praxis Edge enables institutions to move seamlessly from brand building to enrollment conversion, while ensuring that the on-ground experience reinforces every promise made through marketing.
The launch marks a strategic expansion for Praxis Advertising, reinforcing its commitment to building sector-specific expertise and delivering measurable impact across the UAE and wider MENA region.
