The Institute of Promotional Marketing has announced that established events, brand and media partnerships company What If London has joined its network of influential brands, agencies and service providers in the promotional marketing space.

Carey Trevill, Managing Director of the IPM, says: “Partnership marketing is hugely important to brands and agencies running promotional campaigns, so I’m delighted that What If London has decided to join the IPM. As the UK industry body with responsibility for promotional marketing, it’s important that the leading practitioners in each of the sectors we cover are working with us to deliver work for client brands that grows business in a professional and responsible way.”

What If London manages a growing portfolio of partnerships, experiential marketing campaigns and major festivals and has a proven track record for creating value, increasing brand exposure and achieving client vision. The company also represents a number of stars from the entertainment world.

Companies and brands What If London has worked for include Kopparberg, Mondelez, McDonalds, Swarovski, Vimto, Oreo, Pepsi Max.

The IPM is the UK marketing industry trade association which represents brands, agencies and service providers engaged in promotional marketing across all media channels. Its remit also covers staff, employee and channel motivation activity. It is a stakeholder in the Committee of Advertising Practice (CAP), the body which writes the rules governing advertising and marketing in the UK and represents the interests of the promotional marketing industry with government, the business community, academia and other interested bodies.

The IPM owns www.promomarketing.info.