Unsworth discusses BJL's Chinese Expo plans
Nicky Unsworth, director of BJL has spoken to The Drum about BJL’s involvement as one of the IPA’s eight advertising agencies, representing the UK at the Shanghai Expo in May.
BJL will join representatives from 23red, Euro RSCG, M&C Saatchi, McCann Erickson, Ogilvy Group, Profero and Sense Worldwide in promoting the British advertising industry.
Unsworth said that the opportunity was a good one as a result of the opportunities emerging from the Chinese economy as they look to market their products to the West.
“China looks set to overtake Japan and the world’s second largest economy this year and 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,” Unsworth continued.
“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.”
She continued to explain that one of BJL’s major clients is Chinese beer brand Tsingtao, owned by Halewood International, which will allow the agency to gain a greater insight into that brand 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,” Unsworth concluded.
The IPA will use the Expo as a further step in its aim to position Britain as a creative hub to the world through ‘Creative Britain’.
BJL is a member of the Marketing Industry Network.