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In January 2013, Dow officially announced the commencement of a Global Branded Experience Project: a strategic partnership with Pico on tradeshow optimization in China. A contract was signed between Dow and Pico at the Shanghai Dow Center by Patrick Ho, Dow Chemical’s Vice President, Operations, Public Affairs and Government Affairs Asia Pacific and Lawrence Chia, Chairman of Pico. The aim of the project is to optimize cost effectiveness, improve operational discipline, reinforce ROI (Return on Investment) measures, drive brand consistency and manage resources in a sustainable and economical manner. Pico will work closely with Dow to help them effectively achieve these aims and effectively deliver their tradeshow implementation. This large-scale project will start with a rollout in Greater China, which will then be expanded to other regions in southeast Asia and India.