IPA to represent UK ad industry at 2010 World Expo

LONDON - The IPA has secured the opportunity to represent the UK advertising industry at the World Expo in Shanghai.

World Expo: to be held in Shanghai
World Expo: to be held in Shanghai

The body has been selected by the UK Trade & Investment body to represent its member agencies by conducting a creative workshop in the UK Pavilion of the Expo on 20 May.

Eight of the IPA's member agencies – 23red, BJL Group, Euro RSCG, M&C Saatchi, McCann Erickson, Ogilvy Group, Profero and Sense Worldwide – have signed up to participate in the event, which will be attended by Chinese brand owners and government officials.

In addition to the creative workshop, the IPA will also conduct a one-day conference in a bid to position the UK as a centre of creative excellence.

Rory Sutherland, the IPA president 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."