Praxis Advertising has launched Praxis Edge, a new division focused exclusively on the education sector, as competition intensifies in the UAE’s fast-growing private education market.
The integrated communications and marketing agency said Praxis Edge will offer institutions a unified approach that combines marketing, brand strategy, and campus environment design to help schools strengthen enrollment and institutional growth.
The launch comes amid rapid expansion in Dubai’s education sector. The emirate’s private schools now cater to more than 350,000 students across over 220 institutions, with enrollment increasing by 6 percent during the 2024-25 academic year. Dubai’s Education Strategy E33 also aims to establish at least 100 new private schools by 2033, further intensifying competition among institutions seeking to attract students and families.
Praxis Advertising said the new division is designed to address the growing demand for end-to-end education marketing solutions, enabling institutions to align branding, student recruitment, and campus experience under a single strategy.
“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,” said Amitabh Swarup, Founder and CEO of Praxis Advertising.
The company said Praxis Edge will provide services spanning brand strategy, digital and enrollment marketing, public relations, influencer and community engagement, campus design, wayfinding systems, and launch planning for new institutions.
Praxis Advertising said it has worked in the UAE for more than 25 years and has served over 100 educational clients while transforming more than 500 campus spaces across the region.
The launch marks a strategic expansion for the agency as it seeks to strengthen its sector-specific expertise and expand its footprint across the UAE and the wider MENA region.
