ComVort Manchester partner BJL with British delegation at Shanghai World EXPO 2010

The IPA has been selected by UK Trade & Investment (UKTI), the Government body that promotes international trade, to represent the UK advertising sector at the Shanghai World Expo launching in May. Eight of its member agencies including 23red, Comvort's 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 which will be attended by 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 the 20th May.

Says Rory Sutherland, IPA President, and Vice-Chairman, Ogilvy Group UK, “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”.

British Pavilion at Shanghai's WORLD EXPO 2010 - click to enlarge

The Expo begins on May 1st with 200 countries taking part and is expected over its six month duration to attract 70 million visitors. 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. 



BJL | ComVort Manchester's | Managing Director Nicky Unsworth:

"Firstly, the opportunities emerging from the Chinese economy as they look to market their products and brands to the West, are immense.  China looks set to overtake Japan as the world’s second largest economy this year so it’s great for us to be joining the IPA delegation to ensure Great Britain’s creative industries are well placed to respond to this opportunity.

Secondly,  a  number of our international clients have export interests in China, and so it is good to have a point of view and an understanding about  what’s happening there.

We also market China’s number one beer, Tsingtao, on behalf of Halewood International, whose appeal stems from its authenticity and provenance.  The Expo will give us the opportunity to gain great brand insights to bring back to the UK.

Finally as part  of  ComVort, the world’s largest network of independent agencies, we will be looking to extend our footprint in China, and hoping  to forge partnerships with agencies with the high levels of creativity and achievement prevalent in the rest of the network."



For any further information please contact:

Nicky Unsworth | MD
+44 161 831 7141
nicky.unsworth@bjl.co.uk

Note to editors:   

The Institute of Practitioners in Advertising (IPA) is the trade body and professional institute for UK advertising, media and marketing communications agencies. It was established in 1917 as a servicing body and to negotiate on behalf of its members with media bodies, government departments and unions. Its 274 corporate members handle over 80% of the UK’s advertising agency business which has an estimated value (excluding press and TV production) of £17.7 billion.

UK Trade & Investment (UKTI) is the government organisation that helps UK-based companies succeed in the global economy. We also help overseas companies bring their high quality investment to the UK’s economy – acknowledged as Europe’s best place from which to succeed in global business. UKTI offers expertise and contacts through its extensive network of specialists in the UK, and in British embassies and other diplomatic offices around the world. We provide companies with the tools they require to be competitive on the world stage.

For more information visit:
www.uktradeinvest.gov.uk | www.youtube.com/UKTIWeb | http://blog.ukti.gov.uk | www.flickr.com/ukti | http://twitter.com/ukti