Sharing lessons from London 2012 with Brazil

UK advertising agencies are this week participating in a study tour to Brazil, during the official Olympic handover period. Led by Nicola Mendelsohn, President of the IPA and Chair of the UK Creative Industries Council, and with support from UK Trade & Investment (UKTI), the mission aims to promote greater collaboration between the two markets, in technology innovation, professional development and sports marketing opportunities. The tour is also a key part of the overarching UKBrasil season, a six month nationwide campaign organised by UK Government promoting UK culture, education, business and creativity.

Agencies taking part include WAA, MBA, Karmarama, Initiative, RKCR/Y&R, and SapientNitro. The new IPA-supported creative and digital media tech accelerator, The Bakery, recently launched, will also be represented.

This Brazil tour marks the next phase in the IPA’s international outreach programme developed by Janet Hull, Director of Marketing and Pamela Perl, Marketing Manager.

The tour will cover three cities in five days. Daily updates  including blogs, video footage, and photos are available here.
  • Recife – meeting with tech start-ups at hub Porto Digital.
  • São Paulo – presenting a London 2012 Creative Advertising Showcase, in association with Grupo de Planejamento and the Brazilian Association of Advertising Agencies (ABAP) which will look at the creative and cultural impact of the 2012 Games; co-host a reception for the creative industries in association with White Cube and the British Council; contributing to seminar on best practice in automotive advertising jointly with Grupo de Planejamento and the Brazilian Association of Advertisers (ABA); hosting a workshop with Brazilian planners and strategists keen to market the IPA Eff Test in Brazil; visiting tech academy Wayra.
  • Rio de Janeiro – attending the Rio Content Market with IPA DG Paul Bainsfair Chairing panel on The Future of Branded Content; meeting a leading Brazilian consumer brand; and in the build-up to Rio 2016, a briefing with Olympic officials.
Says Nicola Mendelsohn, “The tour to Brazil offers the opportunity to collaborate and exchange ideas with a country whose creative industries are going from strength to strength. We want to share perspectives on advertising and develop business links with long-term potential.”

Says Eduardo Lorenzi, Head of Planning, NeogamaBBH and President of GP - Grupo de Planejamento (APG Brazil), “It’s been an honour to work with the IPA in bringing the Eff Test to Brazilian advertising practitioners especially, Planners.  The IPA can count on GP to development more joint initiatives to help raise the bar of professional development in Brazilian adland.”

For more information

Press enquiries in Brazil contact:
Patricia Melo, Head of Communications, UKTI Brazil
Tel. +55 11 3094 2712; +55 11 9 9795 7816

The Bakery
The Bakery, supported by The Institute of Practitioners in Advertising (IPA), The Tech City Investment Organisation (TCIO) and the UK Trade & Investment is the world's first technology accelerator designed specifically for the advertising and marketing world that aims to become a true innovation hub in Tech City.

Brazilian Association of Advertising Agencies (ABAP)
ABAP defends and promotes the interests of Brazilian agencies. It is present in all Brazilian states and is the largest sector in Latin America. Its affiliates are responsible for 78% of advertising spending in Brazilian media, moving a universe of 3,200 professionals and 4,100 clients.

Brazilian Association of Advertisers (ABA)
The only association in Brazil that represents the interests of advertisers and develops and promotes best practice.

British Council – Transform
British Council Transform is a new arts and creativity programme over four years, aiming to develop the artistic dialogue between the UK and Brazil for mutual benefit and long term impact.  Transform enables artists and professionals from the arts sector in both countries to share experiences and collaborate to bring about significant creative and social change for institutions, individuals and communities.

Creative Industries Council
A joint forum between the UK creative industries and Government.  

Grupo de Planejamento – APG Brazil

The Planning Group is a non-profit association committed to raising the technical level of planners and advertising professionals in Brazil.

The IPA is the trade association and professional institute for over 290 UK advertising, creative and digital media agencies which together help manage media and marketing budgets valued at over £30 billion per annum.  The Eff Test is an online qualification tackling the minefield of effectiveness and evaluation, identifying planning and effectiveness measurement techniques as central to understanding how agencies can create effective campaigns for their clients in the future. and follow on Twitter @IPA_updates

Rio Content Market
RioContentMarket is an international event on multiplatform content production open to the audiovisual and digital media industry.  In just two years, it has established itself as the largest audiovisual event in Latin America, bringing together more than 2,500 TV and digital media professionals from 28 countries.

UKBrasil Season – September 2012 to March 2013
UKBrasil is a series of dynamic and engaging projects designed to showcase the best of British business, art, culture, science and innovation in Brazil. The season is the manifestation of the GREAT Britain campaign in Brazil and is the biggest post-Olympic legacy project in the world.  It seeks to exploit the huge opportunities presented by the Olympic connections between Rio and London with over eighty partnership projects to ensure a cross cutting, regional calendar of events. Through the UKBrasil Season, Brazilians will have a direct channel to British areas of expertise. The Season is sponsored by British companies BP, BG Brasil, Ernst Young & Terco, Price Waterhouse Cooper and Herbert Smith Freehills.

For more information, see or follow it on Facebook /ukbrasilseason or Twitter @ukbrasilseason.

UK Trade & Investment (UKTI)
UKTI works with UK-based businesses to ensure their success in international markets, and encourage the best overseas companies to look to the UK as their global partner of choice.

White Cube
White Cube is one of the world's leading galleries for contemporary art.   

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