CreAD: UK-China Partnership on Creative Advertising

《CreAD：英国-中国创意广告合作伙伴关系》项目旨在英国和中国之间建立战略合作伙伴关系，以推动当地的创新和增长，该项目包括：1.在英国举办为期一天的广告沙龙，由莱斯特大学(PI总部所在)主办。随后是为期两天的广告体验，期间将参观当地/国家广告公司和与广告相关的博物馆、信托基金、机构等；2.在上海举办为期一天的广告沙龙，由复旦大学(Co-I)主办。随后是为期两天的广告体验，包括对当地/国家广告公司以及创意地区和公园的外部访问。广告沙龙将让参与者熟悉两国的广告场景，确定填补学术与实践者差距的机会和挑战，以及为未来的合作集思广益。广告经验将为英国和中国创意广告的现状提供有用的见解，并将为创建更具战略意义的课程提供参考，并开发更多面向行业的教育和培训。上述主要活动的整合将导致以下结果：a)成立微信小组；b)通过专门的英国-中国广告周组织两所大学之间的试点合作伙伴关系，并在选定的广告公司开展试点国际实习计划；c)开发更大的拨款申请，以支持项目的下一阶段。

The project "CreAD: UK-China Partnership on Creative Advertising" aims to build a strategic partnership between the UK and China in order to drive local innovation and growth, and consists of:1. A one-day Advertising Salon in the UK, hosted by the University of Leicester (where the PI is based). This will be followed by a two-day Advertising Experience, during which a number of visits to local/national advertising agencies and advertising-related museums, trusts, bodies, etc. will take place;2. A one-day Advertising Salon in Shanghai, hosted by Fudan University (where the Co-I is based). This will be followed by a two-day Advertising Experience, consisting of external visits to local/national advertising agencies, as well as creative districts and parks.The Advertising Salons will familiarise the participants with the advertising scenario in both countries and identify opportunities and challenges in filling in the academic-practitioner gap, as well as brainstorm ideas for future collaborations. The Advertising Experiences will provide useful insights into the current status of creative advertising in the UK and China, and will inform the creation of a more strategic curriculum, as well as develop more industry-facing education and training.The integration of the above main activities will lead to the following outcomes: a) the setting up a WeChat group; b) the organisation of a pilot partnership between two universities through a dedicated UK-China Advertising Week, and a pilot international internship programme in selected advertising agencies; c) the development of bigger grant application to support the next stages of the project.