CreAD: UK-China Partnership on Creative Advertising

“CreAD：中英创意广告合作伙伴关系”项目旨在建立中英战略合作伙伴关系，以推动当地的创新和增长。为期一天的英国广告沙龙，由莱斯特大学（PI所在的地方）主办。随后将进行为期两天的广告体验，期间将参观当地/国家广告代理商以及与广告相关的博物馆、信托、机构等；由复旦大学主办的为期一天的上海广告沙龙。接下来是为期两天的广告体验，包括参观当地/国家广告公司，以及创意区和公园。广告沙龙将使参与者熟悉两国的广告情况，确定填补学术与实践差距的机会和挑战，并为未来的合作集思广益。《广告体验》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性的课程提供信息，以及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)建立微信小组；b)通过专门的中英广告周，在两所大学之间建立试点伙伴关系，并在选定的广告公司中开展试点国际实习计划；C)开发更大的拨款申请来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.