Lidstone & Maher to fly flag for UK adland in China

Russ Lidstone, CEO, Euro RSCG London and Stephen Maher, CEO, MBA will be participating in the UKTI Multi-Sector Trade Mission to China on behalf of the IPA and their agencies to promote the UK to Chinese brand owners seeking to internationalise their brands. The Mission is being led by Lord Green Minister of State for Trade & Investment and takes place next week (28^th May-1^st June).

The Mission will coincide with the China International Fair for Trade in Services (CIFTIS) featuring exhibitions, forums and trade talks, as well as ‘UK day’ tailored to showcase British Business, during which Lidstone and Maher will deliver a presentation on ‘Building Brands Globally’.

Their presentation will outline how to develop truly effective global brand communications, highlighting MBA’s Jackie Chan campaign for Brazilian private jet company Embraer, and Euro RSCG’s campaign for Chivas Regal whisky. It will also provide an overview of the IPA’s various China-related activities* including highlights from the IPA’s three previous successful trade missions to China, during which they have helped agencies to develop relationships with key players in the Chinese marketplace and media; as well as promoting the IPA’s International Brand Incubator (IBi)^TM, a consumer research and development service that draws on the expertise of UK-based planners and creatives in IPA member agencies to provide Chinese companies with the opportunity to test the consumer appeal of their brands outside China.

Says Russ Lidstone, CEO, Euro RSCG London: "I'm honoured to represent the IPA and the UK advertising industry on this unique trade mission, and to have the opportunity to talk with Chinese brand owners about global opportunities. As an agency CEO with a significant number of international clients, I know that we have the knowledge, creativity and experience to add value to Chinese brands developing their international profile."

Says Stephen Maher. CEO, MBA: “In the UK we have been developing successful brands for decades in enormously competitive markets and so it makes perfect sense for us, on behalf of the IPA, to offer our considerable skills, experience and expertise to successful Chinese brands striving for global success.”

Says Janet Hull, Director of Marketing, IPA: “This mission will offer businesses a direct route into the China market making it the perfect opportunity to reinforce how the UK advertising industry can help Chinese brands go global, so I am delighted that Russ and Stephen - such seasoned pros and previous trade mission delegates, are representing us.”

For more information about the Mission: http://www.dso.ukti.gov.uk/uktihome/event/274340.html