The month-long tour, which starts today (7 November), will visit Silicon Valley companies including Twitter and Zynga as well as Hollywood studios, Walt Disney and Warner Bros.
It will be lead by advertising industry trade body the IPA and consist of fourteen of its members including Karmarama, Leo Burnett and Euro RSCG.
The delegation aims to present its findings from the tour to the UK government’s “tech city investment organisation”, to offer insight on how to execute the planned digital vision for Shoreditch and the Olympic Parks.
Nicola Mendelsohn, IPA president and executive chairman and partner at creative agency Karmarama, says the visit will forge stronger ties with West Coast companies looking to go global.
She adds: “Our position in the world market relies upon us continuing to innovate in creativity.
“We must reach out to other creative clusters – to the film industry in LA and the tech companies in Silicon Valley – to create new collaborations, and exchange ideas. And we hope that tech city can become a second home and strategic hub for West Coast tech companies looking to go global.”
The mission is part of a larger, ongoing strategic initiative by UK Trade and Investment in California, first launched in 2009, to showcase UK excellence and innovation in interactive content and technology.