The Mayor of London Boris Johnson has launched a new flagship agency - London & Partners - that will showcase London to the world as the best city to visit, invest and study in.
London & Partners will bring together the current work of the capital's promotional agencies Visit London, Think London and Study London, which were responsible for attracting tourism, inward investment and international students. The new agency will pool the extensive knowledge and expertise from the agencies to deliver a single strategy for the promotion of London with one voice.
London & Partners will continue to work closely with other London organisations including Film London to exploit the potential inward investment and tourism opportunities presented by the capital's strong production industries.
"London is an extraordinary place of opportunity and without doubt the best big city to visit, study and invest in" said Mayor Boris Johnson. "We have some of the world's greatest cultural attractions from our theatres to museums, some of the finest universities and colleges, and we offer unrivalled choice for those seeking to invest. London is also a city which is undergoing transformation as we deliver new transport links and vastly improved public spaces. Together these initiatives are improving the city's quality of life and making it a better place to live, work and visit."
Adrian Wootton, Chief Executive of Film London commented: "I am confident the Mayor's newly formed promotional agency houses the necessary structure and skills to ensure London remains the cultural and business capital of the world and I very much look forward to working with them."
London & Partners used its launch to turn a spotlight on some of the top talent in the city: 'London: The Human Capital'. One of London's greatest assets is its 7 million people who are from all over the world, helping to create, build, and sustain London's unique character.
'The Human Capital' kicked off with a photo celebrating twelve great talents that make London the best big city on earth. From fashion and finance, to restaurateurs and playwrights, the photo captures the diversity of London's talent and represents the huge range of contributions these individuals make to the city's global appeal.
The twelve individuals represent a range of sectors important to London's economy and its place on the world stage. All of the individuals in the 'Human Capital' group are either from London, do business in London, or moved to London to achieve their goals.
The London talents chosen to participate include Film London board member Stephen Woolley, the award-winning producer of The Crying Game and Made in Dagenham also from the world of film was celebrated film director Gurinder Chadha (Bend It Like Beckham, Pride and Prejudice).
Playwright Bola Agbaje, writer of Gone Too Far represented Theatre, Professor Jane Rapley OBE, Head of Central Saint Martins and Emile Greenhalgh of Imperial College, London (Composite Materials) were from the academic sector, whilst Lulu Kennedy (founder of Fashion East) and Liberty London Girl blogger Sasha Wilkins were drawn from fashion.
The restaurant business was represented by three Michelin Star-winning chef Pierre Koffman (Koffman's, The Berkeley) and Erica Laler, Head Sommelier at Michelin-starred restaurant Texture whilst business found its champions in Chris Dow, Managing Director of Closed Loop Recycling, Gilles Albaredes, Managing Director of Crystal CG and Craig Donaldson, CEO of Metro Bank.
"London's greatest assets have always been the people that live and work here", said London & Partners Interim Chair, Dame Judith Mayhew Jonas. "It is a city that is home to and inspires that world's greatest creative minds."