UK Advertising signs MoU in China

The Memorandum of Understanding will pave the way for closer collaboration between the UK and Chinese advertising, media and marketing sectors.

Representatives from the UK advertising industry have signed a Memorandum of Understanding with the China Advertising Association (CAA) at the China International Advertising Festival (CIAF) in Nanchang. The MoU will provide common ways of working between the two markets.

This follows four previous visits to CIAF in different second tier cities in China in the last 10 years and a successful UK advertising trade mission to Shanghai earlier this year.

As UK agencies expand into the Chinese market, and Chinese brands look to partner with UK agencies, the Memorandum signed at CIAF will help:

  • Steer CAA/IPA co-operation in helping Chinese brand owners to internationalise through IPA member agencies and IPA agencies to do business in China
  • Provide best practice in client agency relationships and brand communication campaign planning
  • Develop a structure for Continuous Professional Development and qualifications relevant to both markets

The MOU will pave the way for closer collaboration between the UK and Chinese advertising, media and marketing sectors as both countries look to their global future.

The MoU was signed by IPA Director of Marketing Strategy, Janet Hull OBE, and CAA Secretary General, Ms. Wang Yingou

Further cementing the relationship between the UK and Chinese advertising industries, two UK adland leaders will also be speaking at CIAF, which attracts an audience of over 100,000 eager to expand their industry knowledge and be at the forefront of the latest technology, thought leadership and partnerships on offer.

Julian Douglas, Global Chair at VCCP and IPA Council member, will speak at the International Creative and Marketing Forum – one of the show highlights - about innovation and creativity in brand communications from a UK perspective; while the IPA’s Director of Marketing Strategy, Janet Hull OBE, will talk on a panel about brand globalisation, discussing how UK agencies can help Chinese brands go global.

Says Julian Douglas, Global Chair, VCCP: “The UK is a creative powerhouse, with the third biggest online ad market in the world, exporting £7bn in advertising services. After a successful trade mission to Shanghai earlier this year, VCCP are now working with Cathay Pacific, Hisense and Shell in China, creating scalable and sustainable growth through clear, long term brand strategies.”

Says Janet Hull, Director of Marketing Strategy, IPA: “China is fast becoming the world’s most dynamic consumer market, and is leading the way in tech innovation when it comes to mobile and e-commerce. And many Chinese brands are now looking to go international. As the world’s leading hub for advertising services and the most advanced digital advertising market in the world, the UK is well placed to work with China. Signing this MOU and speaking at CIAF is a fantastic way to take the next step in our collaboration.”

This initiative is part of an ongoing IPA/AA/DIT (Department of Trade) plan to support the international growth and exports of UK advertising and marketing services companies by 50% by 2023, and build on the UK's position as a global advertising hub.

Last updated 21 January 2022