Powell Tate Weber Shandwick will lead the global team in the development of the marketing development master plan, which will cover sponsorship, licensing, event management, visitor management and leasing plans for the World Expo 2010.
Interpublic triumphed in a pitch which included at least four other international consulting firms and a number of smaller, China-based agencies. Specialists from across the global Interpublic network will work on the plan, which is not expected to be completed until early next year.
Powell Tate Weber Shandwick managing director Ning Shao said the Interpublic team had a difficult road ahead, but added that he was confident of success.
"It's very challenging but also very exciting," he said. "If any city today in the world can do it, Shanghai would be the best candidate, because the world is paying attention to China and Shanghai." Shao said the master plan would pave the way for the future marketing activities, which will form the backbone of the promotional strategy for the World Expo 2010.
"You have to reach the people who may want to come," he said. "That is where there is going to be a lot of work." It will be the second major international event in two years for China, with the Beijing Olympics in 2008 just three years away. Shao said it was an incentive to produce a successful Expo, as the world would be watching.
"Expo, just like the Olympics, is going to be a defining moment for China, especially Shanghai," he said.
Bates Asia China CEO Arthur Yu said the big challenge Powell Tate Weber Shandwick faces will be selling the strategic viewpoint for the plan, but in terms of the numbers, it is a realistic target," he said. "I think that should be okay, because, to be very frank, a lot of effort will be made in the advertising area to achieve that business objective."
Bates Asia Shanghai has created an annual campaign for the Shanghai Government, aimed at promoting business investment in the city.