UK ad industry on tech mission to silicon Valley


The Institute of Practitioners in Advertising (IPA) is joining forces with UKTI to take agencies on an interactive mission to Silicon Valley and Hollywood, between 9-13 November, to help the industry stay ahead of the technology trends.

The fact-finding mission will allow agencies to network with and meet companies shaping the future of technology.

These include leading tech platforms, sharing economy companies, virtual reality and AI companies, artist management, television and production companies and digital film studios. Participants include Instagram, Pinterest, Maker, Paradigm, Fullscreen and Mitu.

This is the second time the IPA has undertaken a study tour to Silicon Valley following a successful tour in 2011, where agencies visited Twitter, Airbnb, Yelp and Zynga in their formative stages.

Says IPA Director General Paul Bainsfair who will be leading the tour: “There is no doubt our first mission was productive in accelerating business relationships, developing networks, and enhancing mutual understanding.

"We have high hopes for this one. We are going to share and learn; challenge and champion; discover and initiate. In a world where technology transforms, we continue to believe that face-to-face encounters matter, that emotional connection underpins relationships that last. Our job is to help our agencies translate technology interfaces into meaningful consumer connections.”

The mission is joint with UK Trade & Investment, the commercial arm of the British Government. This year UKTI awarded the IPA Trade Challenge Partner status – the first organisation in the advertising industry to receive it – which allows it to partner with Government in promoting international collaboration, export from, and inward investment to, the UK.

Says The Rt Honourable Ed Vaizey MP, Minister of State for Culture and the Digital Economy: “The UK is a welcome host to a multitude of West Coast technology companies seeking to go global. This mission is part of the UK Government’s wider aspiration to continue to position the UK as a creative and digital innovation hub to the world and an ideal partner for business growth.”

The IPA will share the learnings from the tour at an industry event in late November. Further details and conversation around the tour will take place on Twitter: @IPA_Updates #createUK