Inclusive Growth a theme that applies to markets both Big and Small – Scott Spirit

Scott Spirit is guest blogging for the Forum. He is Chief Strategy Officer, WPP Plc, People's Republic of China and will be attending the Annual Meeting in Davos. Follow him on Twitter @shanghaispirit

I'm traveling to Davos from my home in Shanghai via a week in Vietnam which given the 45•C temperature difference presents some interesting packing challenges! Its also a useful journey to focus the mind though. 

In an attempt to bring some cohesion to my experience at Davos my approach will be mainly geographical!

The BRIC's always get a lot of attention at Davos and this year is no different with President Medvedev due to make a short appearance despite the tragic bombing in Moscow and with the highly regimented Indian delegation blitzing the events schedule and covering the town with their "Inclusive India" campaign supporting the concept of Inclusive Growth. A worthy theme, but one India and many other markets still have some way to go on.

I'm looking forward to learning how some of the smaller but equally dynamic markets are shaping their own approaches to "Inclusive Growth". Vietnam is a place close to my heart as my wife was born there, I have 2 sisters-in-law there and many close friends and colleagues. It's a market I've seen literally explode before my eyes, the economy (and our own business) has boomed since joining the WTO and despite the challenges of such growth I've seen first hand how my sisters have joined millions of others in a thriving middle class. Vietnam also rates highly on the happiness index so they must be doing something right!

There's clearly competition between countries for share of voice at Davos and Country Branding plays an increasingly important role here. Switzerland always scores highly by being such an organised and gracious host. Having your President or Prime Minister here certainly scores points, a supporting cast of business leaders sprinkled with the occasional celebrity adds more weight. In this respect India have as always done a great job (it must be lonely to run an Indian company and not be in Davos!). 

Indonesia takes on the role of host for the East Asia Forum after Vietnam's successful forum last year. The President is leading their delegation here and offering us a fascinating preview into what I hope will be a highlight for me in 2011.

My first collaboration with the WEF came several years ago when some colleagues and I worked with a WEF team on creating a programme to make people rethink their opinions on Africa which we branded a "Continent of Opportunity". I'm glad to see this theme reflected in some of the sessions planned this week and look forward to learning more about this continent and the progress it has made.

Most of all am looking forward to meeting old friends and new!