IPA wins the contract for UK ad agencies to take part in the Shanghai World Expo

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, 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 UKPavilion at the Expo which will be attended by over 100 Chinese brandowners and government officials, to explore the potential for China andChinese brands to position themselves for the European market. Thismarks further steps in the IPA’s ‘Creative Britain’ initiative toposition the UK as a creative hub to the world. The workshop takesplace on the 20th May.

Says Rory Sutherland, IPA President, and Vice-Chairman, Ogilvy GroupUK, “When China makes new forays into the international marketplace,and decides to take its brands global, it’s vital that the first numberthey dial starts with a +44”.

The Expo begins on May 1st with 200 countries taking part and isexpected over its six month duration to attract 70 million visitors.The UK Pavilion, designed by British architect Thomas Heatherwick, isestimated to attract 40,000 people per day.  The Pavilion (see pic above) is a six storey high structure, formed from 60,000transparent rods that quiver in the breeze and has been nicknamed ‘thedandelion’ by the Chinese public. It is currently ranked second inpopularity with the China Pavilion in first place.