Exporting is GREAT

The Government published its export strategy this week, which aims to strengthen the UK’s position as “one of the 21st century’s great trading nations”. The strategy will encourage and inspire more businesses to export through Government investment in the GREAT campaign and the creation of a community of Export Champions who can offer expertise and guidance. Government will also provide information and practical assistance to businesses on developing their export plan, and will use its international network of Ambassadors and High Commissioners to connect UK businesses to overseas buyers, markets and each other.

Our Chief Executive, Stephen Woodford, commented: “We are delighted that the government is celebrating and encouraging UK exports of services. Advertising is one of the UK’s great export success stories, with businesses from across Britain in constant demand from international customers looking to capitalise on our expertise in the sector. We are pleased to already be supporting the GREAT campaign through our Promote UK initiative, a first-of-its-kind industry partnership with DiT, and we encourage UK advertising businesses to join. Come and be part of a collective working to export advertising services to a world hungry for our strategic, creative and technical capabilities.


Deal or no deal?

Although Government is still confident it will strike a deal on Brexit, this week saw the publication of the first batch of technical notices to help businesses and citizens in the event of a ‘no-deal’ scenario. The first tranche of notices cover issues including financial services and workplace rights. We are expecting more notices to be published in the coming weeks on services, consumer protection, data, e-commerce, telecoms and EU citizens in the UK.

We are discussing with members the consequences of a ‘no deal’ Brexit for the advertising and marketing industries, particularly around data and broadcasting. We are also responding to a number of consultations from the Department for International Trade on free trade negotiations to help Government identify opportunities for UK businesses. For more information, get in touch with our public affairs team.


Lessons from Cannes

At a morning event on Friday last week, WARC invited members, researchers and neuroscience consultants to come together and discuss what lessons should be taken away from the Cannes Creative Effectiveness Lions 2018 winners, regarding success and creativity in the marketing world.

One of the key takeaways from the event is as follows:

Creativity creates results – Ascential’s David Davies opened the morning with an evidence-based discussion highlighting the fact that while there are numerous factors that play into the success of a campaign, there is a demonstrable uptick in ROI per campaign when investment is channelled into creativity. Research demonstrated that the campaigns at Cannes that won for their creativity also saw a 51 percent increase in ROI.

To find out the other takeaways and read more, head over to the post here.


Ad of the week

You’ve made it this far – why not treat yourself to watching our ad of the week?