White Label’s MIPIM journey began with a single client – a Croydon-based architect – supported with marketing materials and diary management. Within months, co-directors Katharine Glass and Jo Gumb founded the Develop Croydon Forum as a CIC to promote the borough to investors.
In 2011, White Label led a small delegation of Forum members to MIPIM. Following the closure of the Croydon Economic Development Company in 2012, the agency took responsibility for Croydon’s MIPIM presence, securing funding for the borough’s first stand and establishing an approach that prioritised partnerships, targeted messaging, and cost-efficient solutions.
The Croydon stand became known for “punching above its weight,” delivering initiatives including a Croydon News promotional tabloid, an interactive map table highlighting opportunity sites and beachside events showcasing local businesses and products.
One meeting at MIPIM, between Croydon Council and Westfield, has been described as “what might be the most important day in Croydon’s history,” demonstrating the long-term value of carefully curated engagement.
As White Label’s reputation grew, the agency supported a broader range of London boroughs and organisations with events, exhibitions, communications, diary management, and strategic networking, all while maintaining a small, values-led team.
MIPIM has also served as a platform for wider initiatives, including sustainable marketing, EDI objectives, and charitable activity. White Label’s coordination of Make A Racket, MIPIM’s charity tennis event featuring Tim Henman, raised tens of thousands of pounds for LandAid and the Mayor of Cannes’ Community Fund.
In 2020, when MIPIM was cancelled, White Label launched Real Estate Live UK, a series of virtual events that kept the sector connected, demonstrating adaptability and resilience.
In 2023, White Label was appointed by RX Global to curate and deliver the three-day conference programme for the London Stand at MIPIM, extending the role to deliver the marketing and communications campaign in 2024. This appointment recognised White Label’s long-standing commitment to MIPIM and its expertise in shaping meaningful, diverse conversations that connect London’s public and private sector leaders with global audiences. White Label has since continued to deliver the London Stand programme, reinforcing London’s position as a confident, investable global city.
White Label continues to deliver at MIPIM with focus and precision. In 2026, the team will:
White Label’s long-standing presence demonstrates that success at MIPIM is driven not by scale or spend, but by expertise, creativity, and strategic collaboration.
If you would like to find out more about how White Label can support your organisation at MIPIM, please contact Katharine Glass.
Clarifying why you are attending, who you want to target, and what success looks like
Securing meetings with the right people, attending the right events, and maximising time on the ground
Announcing your presence via social media, producing high-quality handouts and leave-behinds, and creating engaging, interactive content
Ensuring everything runs smoothly, from logistics to last-minute changes
Contact us
3rd Floor Suffolk House
George Street
Croydon
CR0 1PE
