UK advertising leaders gear up for international trade mission


Advertising industry leaders in the UK are set to launch an eight-week campaign showcasing the work of the sector to international audiences.

The UK Advertising Export Group, launched in 2020 by the Advertising Association in partnership with the Department for International Trade (DIT), will hold an extended version of its ‘Export month’ series of events from March. The aim is to create more global advertising opportunities for UK businesses.

It builds on virtual relationship-building events that took place last year and generated £21.1million in new business in China for participating companies, according to the AA. In November, the government launched a UK export target of £1billion a year to be achieved before mid-2030, the current projection.

This year, AEG UK will spend eight weeks visiting eight different locations in person, including India, Amsterdam and the US, the last of which will involve attending the SXSW conference and festival to promote the UK advertising industry. .

As part of the campaign, new research revealing the effect of the Covid pandemic on UK exports and the impact on advertising markets is due to be published on March 2, as part of the fourth annual report UK ad exports report.

MPs including Damian Collins, former chairman of the House of Commons Digital, Culture, Media and Sport Select Committee, will take part in a discussion of the research findings in London on March 29.

Masterclasses for companies on how to increase their revenue through global advertising will be offered, while a new tool will be launched on March 1 on the UK Advertising Made Global website, allowing companies to research new business opportunities in the whole world.

An event will also be organized to explore publicity opportunities around this year’s FIFA World Cup, which will take place in Qatar from November 21 to December 18.

Stephen Woodford, Chief Executive of the Advertising Association, said: “’Export Month’ is the best way to learn about the opportunities UK advertising offers to help businesses reach global markets.

“UK advertising has shown impressive resilience and agility during the coronavirus pandemic, quickly tracking changes in consumer behavior through e-commerce and adapting to further strengthen brands online.

“Our March program aims to equip businesses for the dynamic year ahead, including the return of our mission to SXSW, our ‘Going global masterclass’ and an event ahead of the FIFA World Cup in November.

Janet Hull, Chair of the UKAEG, Fellow of the Creative Industries Council and Director of Marketing Strategy at the IPA, said: “Creative excellence is the hallmark of UK advertising and the business opportunities by the vast UK advertising services market are unmatched.

“With the UK having the most advanced digital advertising market in the world, it’s fitting that businesses have the opportunity to celebrate and increase their reach during ‘Export Month’.”

She added: “Last November, DIT launched a new export strategy with an export target of £1bn, and UKAEG’s role is fundamental in championing the industry’s place in publicity in generating export business for the UK economy in our recovery landscape.”


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