The LBS has appointed the AAR to conduct the search. A number of direct marketing agencies have been contacted about the task.
David Lane, the marketing and communications director at LBS, said: "London Business School is a powerful global brand. We are seeking a single integrated agency to help us achieve both our brand awareness and student recruitment targets."
The review comes eight months after LBS appointed Tequila\London to handle its £1 million integrated account for the bespoke and set courses and training programmes.
Tequila\, whose grip on the account will not be affected by this review, won the business in a pitch against Saatchi & Saatchi X and Publicis Dialog. Its first work for LBS was a direct mail campaign to 5,000 worldwide senior marketing executives and built on the idea of how hard it is to get new insights when you are stuck in the same daily routine.