IPA offers Chinese brands advice from UK agencies

A research and development service has been launched by the Institute of Practitioners in Advertising (IPA) which aims to offer Chinese brand owners insight from UK communications agencies.

IPA offers advice

A new Memorandum of Understand has been agreed between the IPA and the China Advertising Assocation, which has led to the formation of the International Brand Incubator, which aims to draw on the knowledge and experience of UK plans and creatives within IPA member agencies, offering companies in China the opportunity to test their appeal outside of Asia.

The service will include an exclusive report with anaylsis of the competitive global brand environment, key consumer considerations on the brand, and an overall rating of the brand’s potential and a differentiation strategy.

Nicola Mendelsohn, IPA President and executive chairman and partner, Karmarama said: "The UK is uniquely placed to help Chinese brands understand their global potential. We are the most advanced nation in the world for cultural and creative insight, and a world leader in brand understanding and communications strategy. Being a small island nation is a strength. We reflect in microcosm what the world is thinking and doing."

A number of members of the IPA, led by Mendelsohn, ventures to Beijing and the China International Advertising Festival yesterday, to promote the UK as a creative hub.

Agencies involved include Addiction Worldwide, Bray Leino, The Brooklyn Brothers, Karmarama, MBA and RKCR/Y&R.

The will return on 27 September.

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