James Murphy, UK Advertising Exports Champion
I believe British advertising is the best in the world. We have an unparalleled concentration of expertise, ideas and creativity – a critical mass that has seen us establish the position as a leading global hub for our industry. Exports of advertising services reached £6.9bn according to the latest available figure – an increase of 18% on the year before.
But we live in uncertain times. The global economic and political headwinds mean that no industry can afford to rest on its laurels. Complacency is the enemy of innovation and success.
That is why the British advertising industry – in the form of our Promote UK group under the leadership of the IPA’s Janet Hull – has been championing our capabilities on the world stage throughout 2019, from Texas to Tokyo, from Shanghai to Seoul. The group supported more than 100 companies at major industry events around the world including this summer’s Creativity Is GREAT campaign at the Cannes Lions International Festival of Creativity. It has also showcased the great work of organisations such as the APA and IPA in presenting our country’s credentials to international customers.
But this is merely the beginning of our endeavours. We are launching the UK Advertising Export Group (UKAEG) to grow exports of advertising and marketing services around the world, support the international growth of companies in our industry and strengthen the UK’s existing position.
UKAEG is an industry partnership with UK Government to accelerate profile and lead generation opportunities in key international territories including China, Japan, South Korea, North America and Europe. Our aim with the group is to support the international growth and exports of UK advertising and marketing services companies by 50% by 2023, in line with wider creative industries targets in the Government’s sector deal.
This is a truly global marketing and business development drive for UK advertising through digital marketing and event-based activities that leverages the extensive opportunities presented by the Department for International Trade, wider UK government initiatives and UK embassies around the world.
Our mission is open to businesses right across our industry. I would urge any organisation wishing to grow its export revenues to join UKAEG, come and be an active part of our international showcase for the world’s best advertising and marketing services hub.