London & Partners in hunt for creative shop

London & Partners, the capital's promotional body, is looking for an agency to create a campaign promoting .london as a domain name.

Johnson: promises "ultimate association" with city for .london domain holders
Johnson: promises "ultimate association" with city for .london domain holders

Both advertising and digital agencies have been approached about the brief. A spokesman for London & Partners confirmed the pitch and said: "We want to ensure we convey the benefits of Dot London to as many of the capital’s businesses as possible."

Boris Johnson, the Mayor of London, has said companies that buy the .london suffix for their website will have the "ultimate association" with the city. The money earned will be invested in the capital.

In July, London & Partners appointed The Brooklyn Brothers as its ad agency after a five-way pitch.

It is understood that The Brooklyn Brothers is not pitching for the .london brief.