The Advertising Association’s UK Advertising Exports Group (UKAEG) will lead two high-profile trade missions this autumn, to the US and Saudi Arabia, as it continues to take UK advertising expertise directly to international markets.
Both will take place during key events, in Advertising Week New York (October 6-9) and at the Athar Festival in Saudi Arabia (October 19-22) to showcase the UK’s creative capabilities while fostering commercial opportunities and industry collaboration. Registration for the trade missions is open until October 2.
The US is the largest market for UK advertising exports, with exports growing from £1.6bn in 2019 to £3.9bn in 2024, a 150% increase. Saudi Arabia, meanwhile, represents one of the fastest-growing advertising markets in the Middle East. UK advertising exports there have risen from £104m in 2019 to £419m in 2024, an increase of 303%. Both markets have shown clear upward trajectories since 2021, underlining a growing demand for UK advertising services.
At Advertising Week, UKAEG will host its delegation of UK advertising companies, with a programme to include curated roundtables connecting UK delegates with US industry peers and access to industry panels, workshops, and networking lunches designed to provide market insights and business development opportunities.
There will also be a VIP Advertising Leadership Reception at the British Residence in New York on October 7, providing an exclusive opportunity for networking with senior decision-makers and potential clients. The reception is being held in partnership with the UK’s Deputy Trade Commissioner for North America Alan Gogbashian alongside UKAEG and Advertising Week NYC.
Following the commercial success of last year’s trade mission, UKAEG returns to Riyadh, Saudi Arabia, for the Athar Festival for a major gathering of brands, agencies, and leaders in the region. The mission will provide a platform for UK companies to build on momentum and strengthen ties with regional partners.
Highlights include a pre-event dinner and curated meetings with Saudi brands and agencies, participation in the Athar Festival with a 50% discounted pass for delegates and a VIP Advertising Leadership Reception at the British Embassy which will offer delegates the opportunity to raise their profile and engage with regional industry leaders.
Advertising Association UK advertising international director Aisling Conlon said: ”These trade missions demonstrate the strength and global relevance of the UK advertising industry. By connecting UK companies with senior decision-makers and creative leaders in the US and Saudi Arabia, we are not only promoting our expertise abroad but also driving tangible commercial opportunities for our members.”
UKAEG leadership board member Jason Foo, who is also CEO and founder of BBD Perfect Storm, said: “Without any doubt, [last year’s] trip to Saudi Arabia as a UKAEG member was the most connected, most collaborative and most community-making that I’ve ever experienced. You were a part of something that’s breaking new ground. It’s incredible how we all came together and have gone from competitors to collaborators.”
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