The Bayes Business School is one of City, University of London’s five Schools. It’s among Europe’s leading business schools and in the global elite of business schools that hold the gold standard of ‘triple-crown’ accreditation.

The Bayes Business School is world-renowned for its:

  • Balanced practical and theoretical education for undergraduate, MBA and MSc students, and those on PhD and executive programmes
  • Knowledgeable academic staff with hands-on industry experience, long-term links to business and thriving research
  • Strong connections with City firms, international business and our community of students, alumni, and partners.

The Business School (formerly Cass) announces name change

On Wednesday 21st April it was announced that from September 2021, the Business School (formerly Cass) will be known as ‘Bayes Business School’.

In July 2020, the School committed to changing its name after it was found that some of Sir John Cass’s wealth was obtained through his links to the slave trade.

The decision to select Bayes Business School was based on a comprehensive and transparent consultation process with relevant stakeholders. We invited our community to suggest names through an online platform, generating more than 150 potential names. Over 8,000 members of staff, current and prospective Business School students and alumni gave us feedback on the shortlisted names. Bayes Business School emerged as the preferred name.

The new name will formally launch on Monday 6th September 2021 to be in place for the start of the 2021/22 academic year. Until this point, the School will continue to be referred to as ‘The Business School (formerly Cass)’.

What was the timeframe for finding and launching our new name?

The naming process had two main phases: name generation and name testing.

A naming portal was created so that students, staff and Business School alumni had the opportunity to suggest names that complied with our naming guidelines. City’s appointed agency, Radley Yeldar, also suggested names and all suggestions were anonymous.

Each of the names suggested through the portal were evaluated and a shortlist was drawn up, which was endorsed by the Naming Steering Committee. The consultation process began on Thursday 11th March to test the names on the shortlist. A final decision was made by Council on Friday 16th April and the name was announced on Wednesday 21st April.

Meet the team overseeing our name change

We set up a Naming Steering Committee with broad representation from our community. The Committee oversaw the details of the consultation and made the final naming recommendation to Council.

Hunada Nouss is the independent Chair. She has a stellar track record in business and acts as Chair and Board Member of several audit and risk committees, including at The Royal Society, the Met Office and the Education & Skills Funding Agency. She was the Business School contact on Council for many years and has recently stepped down from this role to act as an independent. We are confident that the Naming Steering Group is in safe hands under her leadership.

Michael Brown, Partner and Head of Insight and Cross Culture at the media agency UM (Universal McCann) is a member of the Steering Committee to add the perspective of an external partner and employer. Michael has a deep understanding of marketing, branding, and research, and he also leads UM’s diversity & inclusion teams.

Matthew Hubbard represents the alumni on the Naming Steering Committee. Matt is a long serving member of the Business School (formerly Cass) Alumni Board and People Director - Commercial Banking and Group Employee Relations and Policy Transformation - at Lloyds Banking Group. He has considerable experience in the Human Resources area.

Chinenye Ikwuemesi is also an alumni representative on the Naming Steering Committee. Chinenye is an expert in change management and business transformation with a deep experience in the financial services sector. After working for major financial institutions, such as Lloyds and HSBC, she has recently co-founded the consulting firm Iconify Consulting.

Rosie Dimont represents the postgraduate Business School students on the Steering Group. She is in the second year of her Executive MBA.

Saqlain Riaz is the president of the Students’ Union and joins the Steering Group to represent undergraduate Business School students and the wider City student community.

The professional staff of the Business School is represented by Balbir Guru, who heads MBA recruitment and admissions at the Business School, and thus brings an invaluable understanding of the particularly competitive MBA market.

Other members include the Chair of Council Julia Palca; the University President, Professor Sir Paul Curran – to represent City; and Professor Paolo Volpin, Interim Dean of the Business School – to represent academic staff.

A smaller, more focussed Naming Project Group co-chaired by Tim Longden (Director of Marketing & External Relations) and Professor Caroline Wiertz (Professor of Marketing at the Business School) will lead on a day-to-day basis. The University’s and Business School’s marketing & communications team are part of this Project Group, as well as Dr Marius Luedicke, an expert in branding and consumer research, and Stephen Lee, an expert in the branding of charitable organisations.

The Naming Project Group has appointed the prestigious branding agency Radley Yeldar to support the renaming process.

Phase One

Wednesday 2nd December 2020

Portal to suggest potential names goes live with students, staff and alumni invited to suggest names and their reasons behind them.

Phase One

Wednesday 20th January 2021

Deadline for name suggestion entries. Portal site closes.

Phase Two

February 2021

Long list of potential names drawn up, and carefully considered with due diligence, legal checks, brand and language compatibility.

Phase Two

March 2021

Consultation with sample stakeholder groups to gain feedback and reaction to suggested names. Students, staff, alumni, prospective students and employers will be invited to participate in this research.

Phase Two

April 2021

The strongest names based on research will be presented to the Naming Steering Committee for consideration.

Phase Two

16th April 2021

The Naming Steering Committee will make a final recommendation to the University’s Council, who will make the final decision.

Phase Two

April 2021

Announcement of Bayes Business School as the new name of the Business School.

Launch

September 2021

Bayes Business School will officially launch to coincide with the beginning of a new academic year.