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People's Daily Online>>China Business

UK trade body looks to aid Chinese brands

(China Daily)

10:07, October 21, 2011

BEIJING - The UK Institute of Practitioners in Advertising (IPA), is set to utilize its deep understanding of the Western market to provide support for Chinese consumer product companies intent on moving onto the international stage, according to the institute's president.

The trade association that represents 250 British advertising and brand communications agencies plans to attract at least 20 Chinese clients during the next two years, said Nicola Mendelsohn, president of IPA.

"China, whose advertising expenditure saw a rise of 19.8 percent in 2010, is a potentially large market for the global advertising industry," said Mendelsohn.

Opportunities for IPA members will come from a great number of Chinese brands, such as Baidu Inc and Li Ning Co Ltd, which have the intention and the capability to go global, Mendelsohn said.

In order to raise its profile with European customers, Huawei Technologies Co Ltd, the world's second-largest telecommunication equipment manufacturer by market value, spent 100 million yuan ($15 million) to sponsor an Italian Supercoppa soccer match in Beijing in August.

"We will use the Italian Supercoppa to boost Huawei's smartphone business in European countries and beyond," said Wan Biao, chief executive officer of Huawei Device, a subsidiary of Huawei at the time.

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