BJL has been chosen alongside seven other IPA member agencies to represent the advertising sector at this year’s Shanghai World Expo in May.
The IPA has been selected by Government body UK Trade & Investment to attend the Expo and has chosen eight of its member agencies as representatives.
Other agencies attending will be 23red, Euro RSCG, M&C Saatchi, McCann Erickson, Ogilvy Group, Profero and Sense Worldwide.
The Drum understands that Nicky Unsworth, director of BJL will be part of the agency team in Shanghai.
The trade mission will be headed by Janet Hull and Pamela Perl, marketing director and export executive for the IPA.
The agencies will take part in a creative workshop at the UK Pavilion which will be attended by over 100 Chinese brand owners and Government officials as they explore the potential of China and its brands to position themselves for the European market.
The IPA see this as a further step in its aim to position Britain as a creative hub to the world through ‘Creative Britain’.
Rory Sutherland, president of the IPA and vice-chairman of Ogilvy Group UK, said: “When China makes new forays into the international marketplace, and decides to take its brands global, it's vital that the first number they dial starts with a +44.”
200 countries will participate in the Expo over a period of six months.
BJL is a member of the Marketing Industry Network.