PRN: UK Launches R&D Service to Help Chinese Brands Enter Global Market
Commenting on this new IPA initiative, Ms Janet Hull, IPA Director of Marketing said: "This is the perfect time for Chinese companies to take their brands global via the UK.
UK Launches R&D Service to Help Chinese Brands Enter Global Market
LONDON and BEIJING, September 23, 2011 /PRNewswire/ --
The Institute of Practitioners in Advertising (IPA), the trade association and professional institute for the top 250 advertising and brand communications agencies in the United Kingdom, has today (23rd September) launched a research and development service for Chinese brand owners seeking to go global. It has been developed in recognition of a new Memorandum of Understanding between the IPA and the China Advertising Association.
Called IPA 'International Brand Incubator' (IBi ™), the new consumer research and development service draws on the expertise of UK-based planners and creatives within IPA member agencies to provide Chinese companies with the opportunity to test the consumer appeal of their brands outside Asia.
Once the process has been completed the brand owner will be given an exclusive report with special analysis of the competitive global brand environment, key consumer considerations, and an overall rating of brand potential, as well as guidance on brand differentiation strategy and the role that the IPA can play in this process.
Commenting on this new IPA initiative, Ms Nicola Mendelsohn, IPA President and Executive Chairman and Partner, Karmarama said: "The UK is uniquely placed to help Chinese brands understand their global potential. Â We are the most advanced nation in the world for cultural and creative insight, and a world leader in brand understanding and communications strategy. Â Being a small island nation is a strength. We reflect in microcosm what the world is thinking and doing."
Commenting on this new IPA initiative, Ms Janet Hull, IPA Director of Marketing said: "This is the perfect time for Chinese companies to take their brands global via the UK. The relative strength of the Chinese economy makes brand investment highly efficient. All the economic indicators show that those companies that invest in brands in an economic downturn reap extraordinary rewards in terms of market share
gain and profitability."
Commenting on this new IPA initiative Mr Sebastian Wood CMG, Her Majesty's Ambassador to the People's Republic of China said: "This exciting initiative, underpinned by the signing of a Memorandum of Understanding between the IPA and the China Advertising Association, in the advertising and brand communications sector, has grown from the mutual trust and confidence cultivated between the two organisations over the last four years. Â The UKTI team in China welcomes this initiative and is available to support the internationalisation plans of Chinese brand owners who are seeking to use the UK as their springboard into new global markets."
The IPA is undertaking a UKTI-backed trade mission to Beijing and the China International Advertising Festival in Shenyang led by IPA President, Nicola Mendelsohn, designed to promote the UK as a creative and innovation hub to the world. Â Participating UK agencies will include Addiction Worldwide, Bray Leino, The Brooklyn Brothers, Karmarama, MBA and RKCR/Y&R. Â
The trip will run from 22nd-27th September and will include a series of
workshops, seminars and networking events with Chinese brand owners, Chinese ad
agencies, government and students.
Notes to editors:
1. Why the UK?*
2. Why the IPA?
3. Why now?
Reasons for Chinese brands to go global:
4. Global status of Chinese brands
The Institute of Practitioners in Advertising (IPA) is the trade association and professional institute for the UK's leading advertising, media and marketing communications agencies. Established in 1917, the IPA exists to protect, promote and anticipate the needs of its member agencies and to negotiate on their behalf with unions, media bodies and government departments.
For more information contact: Â Pamela Perl, IPA Marketing Manager: