Meet the woman who will be telling London's story to the world as it enters the Brexit era: the new boss of London & Partners, the mayor's promotional arm

May 3, 2017 · cityam.com

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LONDON & Partners may not be a household name but it has a big job: as the mayor of London’s international promotional arm, it is tasked with helping Sadiq Khan keep the capital "open for business" in the run-up to Brexit and beyond.

Formed in 2011 ahead of the 2012 Olympic and Paralympic Games from several bodies including Visit London and Study London, it brought trade, investment, education and tourism together under one roof. The aim was to boost London’s growth and build its reputation as a thriving and attractive world city.

Since then, it has supported the mayor’s international business programmes, launched major sporting, cultural and business events, and attracted millions of visitors through digital channels and campaigns.

Now, as the UK enters Brexit negotiations, London & Partners has a new boss: Laura Citron, 34, who joins from advertising giant WPP where she was managing director of the government and public sector practice. She replaces Gordon Innes as chief executive.

Citron sees her new job as essentially "commercial – to grow the bottom line for London – and storytelling".

"I hope to grow London’s reputation as the best place in the world to live and study by telling stories based on being brave, open, confident and new – all the things London is good at," she explains.

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