LONDON, UK – The Mills, a Hong Kong-based incubator and investment platform that has advanced remarkable changes in the global start-up ecosystem, has appointed LONDON Advertising and Borkowski PR to support its UK launch in 2021.
Pitching together, the two agencies won a competitive four-way tender to run an integrated branding, advertising and communications campaign set for launch early in the new year. The two agencies will work jointly to create a brand strategy and a multi-channel launch campaign to both B2B and consumer audiences.
The Mills is a landmark revitalisation project in Hong Kong supporting innovation in retail, art and culture.
Opening first in London will be the UK arm of The Mills Fabrica, an incubator for start-ups that drive sustainability by integrating technology into everyday life, specialising in fashion tech. Notable companies supported by The Mills include Unspun, Re:newcell and UK based start-ups Smartzer and Reflaunt.
“Our mission is to nurture, empower and create synergies with companies whose innovations accelerate their respective industry’s transformation into a more sustainable future,” said Vanessa Cheung, Managing Director of Nan Fung Group and Founder of The Mills.
The Mills’ UK expansion will include incubation programmes as well as an innovation space, offering co-working areas, prototyping labs and an experiential retail space. The new hub will be housed in the heart of London’s newly refurbished Kings Cross tech district, home to the likes of Google and Facebook, and is set to open in 2021.
Vanessa Cheung said: “Following the success of The Mills in Hong Kong, we are excited to expand into Europe to unleash connectivity between the European and Asian start-up communities, and join hands to identify the next wave in innovations that will deliver new sustainable solutions to benefit the world. We are delighted to appoint LONDON and Borkowski who have demonstrated a deep understanding of our mission.”
LONDON CEO Michael Moszynski said: “I visited The Mills in Hong Kong and met its Founder whilst representing the UK’s creative industries on a UK Trade Mission. The cutting-edge developments being created by its incubatees were truly breath-taking. So, it was a great privilege to be invited to pitch for its UK launch. Having worked closely with Mark and the Borkowski team for many years it was a natural fit to ask them to join us and thrilling to have been appointed together.”
Borkowski agency head Mark Borkowski said: “As a passionate futurist I firmly believe that many long-standing industries will only survive if they become totally sustainable. The Mills will incubate many of the innovations which could help this happen so it’s an honour to be kickstarting the UK part of its journey alongside Michael and the team at LONDON, whom we know very well and admire deeply. The Mills Fabrica leadership has a clear, dynamic and positive vision for a sustainable future, but they also share our passion in the evolving world of communications – which makes this job even more enticing.”