DM and digital agencies have joined a trade mission to the US, set up by the Institute of Practitioners in Advertising (IPA) to promote Britain as an international marketing hub.
Sapient Nitro, Kitcatt Nohr Digitas, 23red, and MBA are among a 14-strong group of agencies – which also includes Albion, BBH, Addiction Worldwide, BJL Group, Euro RSCG, Initiative, Karmarama, Leo Burnett, M&C Saatchi and MyAgency.
The aim of the mission is to present the UK as a creative partner for West Coast tech and entertainment companies during the five-day visit, which begins today (7 November).
The group will visit US search, social networking and creative technology companies including Twitter and Zynga, as well as Hollywood studios Walt Disney, Warner Bros and Twentieth Century Fox.
IPA president and executive chairman at Karmarama Nicola Mendelsohn said: “My presidential agenda focuses on us being creative pioneers for our digital future. Our position in the world market relies upon us continuing to innovate in creativity.
“We must reach out to other creative clusters – to the film industry in LA and the tech companies in Silicon Valley – to create new collaborations, and exchange ideas. With the Government’s help in developing this mission for us we can make this a reality.”
The IPA hopes to present its findings back to the UK Government’s Tech City Investment Organisation, and to help deliver the Government’s hi-tech vision for Shoreditch and the Olympic Parks.
Mendelsohn said: “We hope that Tech City can become a second home and strategic hub for West Coast tech companies looking to go global.”
In 2009, the IPA and the Advertising Producers Association staged a forum in Beijing, China, to promote UK agencies to Chinese marketers.
