Mayor of London seeks agencies for city branding

The search has begun for agencies to work with the Mayor of London’s office is to develop a new brand for London and oversee activation across a number of business and cultural initiatives and events.

The search is being led by director of marketing for the Mayor’s office Dan Ritterband and shortlisted agencies will present to Promote London Council and Mayor Boris Johnson.

The idea for new branding for the capital was first raised by Johnson in June and some £2 million is expected to be allocated to the initiative. Much of the funding is expected to come from monies already allocated to the established bodies Visit London and Think London

Ritterband explains that with the London Olympics on the horizon for 2012 “there is an opportunity to tidy up our communications and create a coherent message from London bodies.”

He adds that he is keen to see any branding help bring other London industries apart from financial services to the fore, for instance the creative industries or medical services. Ritterband added that he hoped branding agencies of all sizes, from global networks to local London companies, would pitch.

He adds: “One of the strongest London positions is the juxtaposition of the old and the new. Also ‘the world in one country’ is another strong London appeal.”

Ritterband helped steer David Cameron’s leadership campaign and helped run Johnson’s campaign for mayor of London.

The intention is to shortlist agencies by early September.

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