MAPCOM 2007

New Markets - New Partners - New Opportunities

A seminar to identify new national and international business opportunities for corporate media producers

Date:        Wednesday 27th June 2007
Venue:     Department of Trade and Industry, 1 Victoria Street, London

The UK corporate media industry leads the world in its strategic approaches to business and the public sector communications. Its turnover is in excess of £3 billion pounds, but its impact on maximising the competitiveness of its clients is many times greater than this figure. Considerable additional growth should follow for the sector, as traditional markets evolve and new opportunities develop.
In order to take advantage of the challenges ahead, new partnerships need to be established between the corporate sector and other key industries. A major partner-in-waiting is the UK creative/cultural sector of film, theatre, music, the visual arts; and galleries etc. With an export value of over £13 billion this world-class sector has gone virtually unnoticed by corporate communications professionals and could benefit significantly from the industry’s expertise.
The MAPCOM Conference will sample the needs of selected creative industries; examine their existing engagement with digital and traditional communications media; and consider how effective partnerships between the corporate and mainstream communications industries can lead to increased success for both, in national and international markets.
Leading figures from the export world will also provide the business and cultural information  which needs to be understood by both corporate communicators and cultural exporters who wish to engage with China, Japan or India as new markets for their products or services.

DOWNLOAD BOOKING FORM HERE (PDF:678KB)


MAPCOM 2007 aims to assist companies maximise their present and future trading success through:

  • Promoting mutually supportive partnerships between major cultural organisations and corporate communicators.
  • Examining the Arts/Cultural sectors existing communications work and the short and medium term challenges it faces.
  • Identifying how both sectors can work together more effectively at home and in international trade.
  • Identifying what areas of British communication expertise are most in demand internationally.
  • Explaining the business and cultural issues, essential to successful engagement with international markets.

MAPCOM is designed for:

  • The producers of all forms of corporate communications looking for new market sectors with which to engage both nationally and internationally.
  • Representatives from the Creative/Cultural industries wishing to maximise the reach and impact of their work at home and abroad.
  • All producers or commissioners considering engaging in international trade - specifically in the Asia Pacific regions

The Running Order

09.30     Registration

10.00    New Markets - New Opportunities
Conference Introduction - Wayne Drew, CEO IVCA

10.05    International Visual Communication Address - Creative Partnerships. Philip Dodd, Co-founder and Chairman of Made in China. Waiting to find out if UKTI contribute to his costs.

  • How the creative industries and the corporate sector could work together more productively within both the UK and Internationally.

10.25     Chairman Designate’s Introduction - James Humphreys, Director, Woodnewton Associates

10.30    Promoting Britain Internationally - Adrian Bevan, International Product Development Manager, Visit Britain

  • How is this being achieved?
  • What are the challenges?
  • How are we maximising the profile of the Creative Industries abroad?
  • What are the opportunities for the corporate sector?

11.05    Q&A

11.10     Coffee

11.25     The Creative/Cultural Industries - Partnership Opportunities - Chairs Introduction

  • How can the creative industries benefit from a closer relationship with the corporate sector and how can such expertise help them maximise their creativity, reach and success?
  • What are the challenges and opportunities facing the creative industries? 
  • Senior representative from individual sectors share their perceived needs.

11.30     Theatre and the Performing Arts. Jenny Harris, Head of Education, National Theatre

Existing work and future challenges in the UK - International Dimension - How the National Theatre is using communications to:
  • Engage with existing and new audiences
  • Maximise the reach and impact of its remit.
  • Encourage active dialogue
  • Enhance its creativity
  • Create international awareness of its work

11.45     Film and Archive - Richard Paterson, Head of Strategic Development, BFI

How the BFI uses communication technologies to:
  • Service existing and new audiences
  • Develop a national remit
  • Maximise understanding of the moving image culture
  • Encourage active involvement in its work
  • Create international awareness of its work

12.00    Galleries and Museums - Will Gompertz, Director Tate Media, Tate Gallery

How the Tate uses communications technologies to:
  • Generate active engagement in its work
  • Promote greater understanding of its collections
  • Maximise the reach and impact of its educational programme
  • Create international awareness of its work

12.15    The Arts - The Challenge of Communication - Panel Discussion

  • What are the present and short term challenges facing the Arts community both within the UK and in reaching international markets?
  • How can professional communicators assist such organisations succeed?

    Theatre: Jenny Harris, National Theatre
    Film: Richard Paterson, BFI
    Television: Paul Kafno, Park Pictures
    Gallery: Will Gompertz, Tate Gallery
    Artists: Rosie Sumner, Fine Art Trade Guild

01.00     Lunch

01.45    International Trading Opportunities

01.45     Chair’s Introduction

01.50     New Approaches to Old Problems
Danny Lopez, Managing Director for Marketing at UK Trade and Investment

02.10     Challenges and Opportunities of  Globalisation. Louis Turner CEO Asia-Pacific Technology Network

  • What is Globalisation
  • What are the opportunities for corporate communicators in general
  • What opportunities are there for corporate communicators work with UK Arts organisations

02.35     Q&A

02.40     China - Kerry Brown, Director, Strategic China

  • Introduction
  • Assessing the Markets potential
  • Business Issues and Cultural Mores
  • Opportunities for corporate communicators in general
  • How could corporate communicators work with UK Arts Organisations in this region

03.05     Q&A

03.10     Coffee

03.30     India - Gareth Price, Head of Asia Programme, Chatham House

  • Introduction
  • Assessing the Markets potential
  • Business Issues and Cultural Mores
  • Opportunities for corporate communicators in general
  • How could corporate communicators work with UK Arts Organisations in this region

03.45    Panel Discussion

  • Alison Scott, Business Development Advisor
  • Todd Russock, China Business Advisor at CBBC (through UK TI )
  • Gareth Price, Chatham House
  • Kerry Brown, Strategic China
  • Louis Turner, Asia-Pacific Technology Network

04.30     Chair’s Summary

04.35     Networking Drinks reception