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UK Advertising Presents Export Month To Support Global Britain Trading Ambitions

UK Advertising Presents Export Month To Support Global Britain Trading Ambitions
Stephen Woodford, Chief Executive

Stephen Woodford, Chief Executive | Advertising Association

3 min read Partner content

This March, the UK advertising industry will help companies seeking international growth.

Creative industries, including advertising, are integral to the success of the Government’s £1 trillion Made in the UK, Sold to the World export target. Worth £112bn per annum to our economy before coronavirus, this puts their value at more than UK life sciences, aerospace and automotive sectors combined. What’s more, the creative industries’ exporting powerhouse, advertising, contributed over £11bn to UK exports.

Our advertising industry is unique in that we have our own global new business drive: the UK Advertising Export Group (UKAEG). This group, an industry partnership with the Department for International Trade, comprises around 50 of the UK’s best, most outward-looking advertising and marketing services companies, as well as supporting advertising trade bodies.

In March we will see this partnership deliver a special programme for Export Month, and we are inviting our creative leaders and parliamentarians to join us for this pivotal series, in-person and online.

As we release the latest findings from our Annual Export Report, we will hear first-hand the effects of lockdown on advertising exports around the world and discuss how to navigate new opportunities for advertising trade.

We know our country is experiencing the fastest ad trade recovery of any key market, but, we need the Government’s support in overcoming barriers to exporting and promoting our world-class creative, strategic and technical abilities to businesses around the world.

Export Month will be critical in shaping future ambitions. In an exclusive discussion with the Digital Tories Parliamentary Patrons at the Carlton Club, we will explore how the Government and businesses can help meet the UK’s export strategy targets. At trade missions such as SXSW in the USA, we will provide showcase opportunities for UK companies to help build, and maintain, international revenue streams in a post-pandemic landscape.  

UK advertising demonstrated impressive resilience and agility during the past two years – quickly following changes in consumer behaviour via e-commerce and further strengthening brands online. Our work to support exports followed suit. The pandemic accelerated international outreach as our industry pivoted to virtual trade missions, championing the spirit of the UK Government’s GREAT Campaign. Our UK House roadshows met with delegates from Brazil to the UAE, Japan to the USA, and showed Great Britain’s advertising industry was very much open for business.

There were demonstrable rewards: engaging with over half a million delegates from 40 countries, our efforts over the last year have resulted in £21.1 million of new business for companies in the UKAEG community. Export Month will be the next step to deliver on our ambitions for UK advertising’s future on the world stage.

Julian Douglas, International Chief Executive and Vice-Chairman of VCCP, IPA President and UKAEG member, said: “UK advertising has seen an extraordinary decade of export growth but we need to prepare for the challenges ahead if we are to maintain this position and build further. We face increased competition and need to double-down on efforts to promote the UK as the leading hub for the world’s best advertising and marketing services.”

Join us to find out more about UK advertising’s global new business drive at www.ukaeg.com

 

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