Thought for London - June

London needs to BRIC its brand

London’s FDI rankings on both a European and world-wide level are certainly good news for the city and its economy. London’s market share in Europe is at its highest level since 2000, and it is the only European city within the top five world cities for FDI.
 
However, the trends indicate that London must not be complacent. Like any leading brand, London has to ensure it stays on top, by continuing to improve its infrastructure, a good supply of talent, and an attractive fiscal and ‘business friendly’ environment. FDI companies are continually re-evaluating their presence in London.
 
Perhaps the main message of OCO Consulting’s World's Top 50 Cities for FDI report is that BRIC economies have increased their FDI power. BRIC economies are predicted to grow their outward FDI by 20% per annum within the next five years. To capture this opportunity with China, Think London has set up a dedicated start-up service for Chinese companies coming to London, ‘Touchdown London’.
 
London needs to aggressively build its brand in the emerging markets of China, Russia and Brazil. They, together with India, are set to evolve as key sources of FDI in Europe, and world wide. As a consequence, Think London will open an office in Mumbai in November this year, in addition to its office in Beijing. Both offices are operated jointly with the LDA. We also work with the Mayor's representative in Moscow and with UKTI in Russia and Brazil to promote London as an FDI destination.

Michael Charlton
Chief Executive, Think London

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