The IPA has revived its outreach programme with China, as part of the DIT/AA wider initiative to promote export and inward investment outside of Europe in the run-up to Brexit, and to encourage Chinese brands to look to UK agency expertise to help take their businesses global.
In parallel with the China Congress presided over by President Xi last week, the ad sector in China held the China International Advertising Festival, attended by the IPA’s Former President and Chairman of MullenLowe London Tom Knox and the IPA’s Director of Marketing Strategy Janet Hull OBE.
The event launched on Friday 20th October with a ’Belt and Road’ Conference looking at China’s links to other country markets, with a review of opportunities for advertising collaboration. Tom Knox represented UK sector interests, with an analysis of UK strength as a creative, digital and media hub from which to internationalise Chinese brands.
On Saturday 21st October, the IPA, supported by the UK Government Department of International Trade (DIT), took centre stage at the Festival’s main International Creative Forum, alongside technology giants Tencent and Baidu. This included keynote platforms on ‘100 Years of British Advertising’ to mark the IPA’s Centenary; and ‘5 Golden Rules of Advertising Effectiveness’ to promote the IPA Knowledge Bank, Qualifications and Effectiveness Programme.
The IPA were also showcasing a Centenary exhibition in the adjacent exhibition hall.
On Tuesday 24th October, Janet Hull, Executive Director of IPA EffWeek, hosted a consultative round table with agencies and allies in China, at Ogilvy’s Shanghai offices on WPP Campus; to launch the 2018 Effectiveness Awards and attract participation in our global R&D programme.
Says Tom Knox, Former IPA President and Chair Mullen Lowe London: “As China develops its Belt and Road strategy, we would like to collaborate with China to develop a strategy for China brands to go global. The UK is a gateway to the rest of the world when it comes to branding. We know how great global brands are built through a combination of quality products and services at the right price, supported by long-term, brand-building advertising. We invite China brands to use the UK as a springboard for international growth.”
Says Janet Hull OBE, Director of Marketing Strategy, IPA: “What was most striking about the trip was the optimism and confidence of the China nation. There was a real sense of belief that ‘China’s time had come’ and an ambition to realise its potential to take the global lead as a tech-savvy enterprise nation.”