London’s creative industries have come together with a new campaign to celebrate the capital’s world-leading role in the arts, championed by the Evening Standard and Sadiq Khan.
Developed by creative agency M&C Saatchi, ‘London Creates’ will be launched today (11th October) during the 20th anniversary celebration of contemporary art fair Frieze London at Regent’s Park.
Kicked off by London mayor Sadiq Khan himself, London Creates will celebrate the city’s status as a creative powerhouse, initially focusing on the visual arts sector before a planned expansion into fashion, film, theatre and music.
“Our challenge was to develop something to unite this diverse creative community. The result is a dynamic, flexible brand and campaign which we hope will be embraced by London’s creative industries and help them to continue to thrive as some of the best the world has to offer,” M&C Saatchi head of growth, Christi Tronetti said.
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Rolling out across press, out-of-home, social media and digital channels, the core campaign will supported by a special edition of the Evening Standard featuring work by artists Gilbert & George, alongside a Shoreditch mural created in partnership with Global Street Art.
London deputy mayor for culture and the creative industries, Justine Simons OBE added: “Creativity is built into the fabric of our city. Our artists, the diversity of voices here and the infrastructure that underpins them is what makes London such a dynamic creative capital.
“We are proud that artists are at the heart of our city, with hundreds of museums and galleries, leading international auction houses, commercial galleries, affordable studio spaces, and major public art commissions such as the renowned Fourth Plinth in Trafalgar Square. We want to welcome everyone to experience our city afresh and will continue to do all we can to support our creative industries and help them thrive as we build a better London for all.”
