Sweden chooses Leagas Delaney Shanghai to take lead on its Nation Branding in China.

The Swedish Institute, the Swedish Government’s information agency, has appointed independent shop Leagas Delaney’s new Shanghai office to lead an ambitious project branding Sweden in China.

“This is a terrific start for us, a great endorsement of our positioning and our talents at Leagas Delaney Shanghai” said Chairman Tim Delaney . “Sweden’s ambitions to build their brand in China is probably the most visionary plan of it’s kind ever launched in here.”

Managing Partner at Leagas Delaney Shanghai, Jacob Johansen, announcing The Swedish Institute as the first of the agency’s clients in China, added that the online presence being set up by Sweden with the help of Leagas Delaney Shanghai.”

Johansen stated that for Leagas Delaney it is crucial to develop communication for the China market locally. On that point Sweden and the agency are on the same page – Sweden deliberately choosing a locally founded, yet international agency to assist in the project.

Joakim Norén, Brand Development Manager at Si – Swedish Government’s public diplomacy agency: “Leagas Delaney is exactly the partner we need to translate the Brand Sweden Platform into successful communication with the Chinese people. They not only share our passion for relationship building rather than one-way communication but also understand how to communicate ‘Swedishness’ in China. For any branding and communication effort I think it is essential to have a solid brand platform but always adapt the communication to the chosen target group. The Swedish Institute has the brand platform, Leagas Delaney certainly knows the target group and together we are creating great communication.”

The digital platform is planned to go live when Expo2010 opens in Shanghai May 1st, 2010.

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