International Influence Grows at SXSW Festival
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Havas-owned BETC got involved with the tech scene through its Paris-based Start Up Lab, which is relocating to SXSW to set up “Speed Branding” sessions, offering 20-minute consultations on brand storytelling, pitching and product refining with a planner, a creative director and an account manager.
Brazil’s trade and promotion agency Apex is bringing 30 Brazilian companies, and setting up a Casa Brasil for the first time to showcase Brazilian cuisine, music, movies and lifestyle. London’s newly trendy borough of Hackney, although not officially part of SXSW, is returning with what it calls an “alternative trade mission” to demonstrate East London’s creative, technology and design community. Hackney House is setting up in a derelict retail unit in Austin, and its activities are heavily beer-oriented, including a British Airways-sponsored Drinkabout.
It’s unclear exactly how many international visitors will be at this year’s SXSW, but last year about 2,500 of the 30,000 people that attended SXSW Interactive, the part of the festival that attracts the most advertising and marketing attendees, came from outside the U.S., according to the festival. That was a jump from 2012, with 2,375 international attendees.
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