Agencies join IPA on US mission to promote creative partnerships

Representatives from 14 UK agencies have joined the Institute of Practitioners in Advertising (IPA) on a US tour to promote Britain as an international marketing hub.

Nicola Mendelsohn: IPA president and executive chairman at Karmarama
Nicola Mendelsohn: IPA president and executive chairman at Karmarama

The IPA, supported by the Government, aims 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 American search, social networking and creative technology companies including Twitter and Zynga, as well as Hollywood studios Walt Disney, Warner Bros and 20th Century Fox.

The agencies taking part are Albion, BBH, 23red, Addiction Worldwide, BJL Group, Euro RSCG, Initiative, Karmarama, Kitcatt Nohr Digitas, Leo Burnett, M&C Saatchi, MBA, MyAgency and Sapient Nitro.

Nicola Mendelsohn, IPA president and executive chairman at Karmarama, 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."

The mission is part of an ongoing strategic initiative by UK Trade and Investment in California, first launched in 2009, to showcase UK excellence and innovation in interactive content and technology.

In 2009, the IPA and the Advertising Producers Association staged a forum in Beijing, China, to explore the ways in which UK agencies can work with Chinese marketers.

Follow Sophie Maden on Twitter @Sophie_Maden

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