Advertising: UK advertising takes effectiveness message to China

UK ad sector takes effectiveness message to china

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UK extolled the virtues of effectiveness and Britain's role as an international, cultural and technological hub at the recent Chinese International Advertising Festival.

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, Chair Mullen Lowe London, 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 Institute of Practitioners in Advertising, supported by the UK Government Department for International Trade (DIT), took centre stage at the Festival’s main International Creative Forum, alongside technology giants Tencent and Baidu, with keynote platforms on ‘100 Years of British Advertising’ to mark the IPA’s Centenary; and ‘5 Golden Rules of Advertising Effectivenesss’ to promote the IPA Knowledge Bank, Qualifications and Effectiveness Programme.

The IPA also showcased 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.

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.

This China mission marks the revival of the IPA’s 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.