The Institute of Practitioners in Advertising (IPA) has been selected by UK Trade & Investment (UKTI) to represent the UK advertising sector at the Shanghai World Expo launching in May. The UKTI is the Government body that promotes international trade.
Eight of its member agencies including 23red, BJL Group, Euro RSCG, M&C Saatchi, McCann Erickson, Ogilvy Group, Profero and Sense Worldwide have confirmed their participation in an IPA-led trade mission to the city. Janet Hull, IPA Marketing Director, and Pamela Perl, Export Executive, will spearhead the mission on behalf of the trade body.
The agencies will take part in a creative workshop linked to the UK Pavilion at the Expo. In attendance will be over 100 Chinese brand owners and government officials to explore the potential for China and Chinese brands to position themselves for the European market. This marks further steps in the IPA’s ‘Creative Britain’ initiative to position the UK as a creative hub to the world. The workshop takes place on May 20.
Rory Sutherland, IPA President, and Vice-Chairman, Ogilvy Group UK, says, “When China makes new forays into the international marketplace, and decides to take its brands global, it’s vital that the first number they dial starts with a +44.”
The UK Pavilion, designed by British architect Thomas Heatherwick, is estimated to attract 40,000 people per day. The Pavilion is a six storey high structure, formed from 60,000 transparent rods that quiver in the breeze and has been nicknamed ‘the dandelion’ by the Chinese public. It is currently ranked second in popularity with the China Pavilion in first place.
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More than 200 countries will be featured in the Expo which begins May 1. The Expo is expected, over its six month duration, to attract 70 million visitors.
adobo magazine. The Word on Advertising.
