The UK’s leading advertising and marketing trade bodies have joined forces to create the UK Advertising Export Group (UKAEG) to drive business in key international markets and showcase the best of the industry on the world stage.
Officially launching today, the new partnership is fully supported by the British government, which has post-Brexit ambitions to increase exports of advertising and marketing services in markets identified as priorities for growth.
The Department for International Trade (DIT) is providing financial support as well as increased access to the government’s GREAT campaign events around the world.
And the initiative is backed by the Advertising Association, the Advertising Producers Association (APA), the Data & Marketing Association (DMA), the Institute of Practitioners in Advertising (IPA), London & Partners, the Creative Industries Council, as well as 37 members from the industry, including adam&eveDDB, among others.
Janet Hull, director of marketing strategy at the IPA, has been appointed chair of UKAEG, while Aisling Conlon, previously the IPA’s head of new business, has become the group’s full-time marketing manager.
“The UK Advertising Export Group is a unique cross-industry business development drive to accelerate investment in our sector from international business,” said Janet Hull.
“Our aim is to support our members to deliver 50% revenue growth by 2023, in line with wider creative industries targets in the government’s sector deal and safeguard the UK’s position as a global advertising hub,” she added.
One of UKAEG’s first actions will be to coordinate a marketing drive to showcase UK advertising to global audiences in March during a special Export Month of activities and events. These include:
• The launch of a digital marketing campaign including online hub and social media channels to showcase the very best of UK advertising, backed by the Department for International Trade’s social media marketing team.
• The second annual UK Advertising Exports Report – research from the advertising industry’s think tank Credos will track the performance of the industry in the UK and highlight the latest figures for exports of advertising services. The report will also include a range of case studies, op-eds and profiles from Export Group members.
• South by Southwest (SXSW) – for the second time, UK advertising will have its own dedicated presence at SXSW, which takes place March 13-22, in activity backed by DIT. The second UK Brand and Marketing day curated by the Export Group and its members will take place on March 14, presenting to festival-goers on their areas of creative expertise. And the ensuing trade show on March 15-18 will include demonstrations of global campaigns that UK businesses have created for clients from around the world.
• Cannes Young Lions UK competition – the annual search for UK advertising professionals to represent the country in the global Young Lions finals in Cannes this summer will launch in March.
• Advertising Association Parliamentary Reception – the Advertising Association’s annual Parliamentary Reception on March 17 will showcase the strengths of UK advertising in tackling global issues, such as climate change, diversity and health & wellbeing.
• Advertising Week Europe 2020 – the Export Group will feature in a range of events billed “UK Advertising: A Global Powerhouse” during the week, March 16-19.
Sourced from UKAEG, Advertising Association; additional content by WARC staff