As the Conservatives secure the biggest Parliamentary majority since the Eighties, marketing and advertising industry bodies have urged the new Government to break the economic deadlock and pave the way for the UK sector to build exports of its services around the world through extensive trade deals.
While Boris Johnson’s simple message of “Get Brexit Done” has been widely credited with handing the Tories victory, Advertising Association chief executive Stephen Woodford said he looked forward to hearing more about the new Government’s programme for the country beyond Brexit and to engaging in discussions about the future trade deal with the EU.
Woodford added: “The UK is the European and global hub for the advertising industry, but this status is dependent on securing a good future trade deal with the EU, with a regulatory environment that enables the free flow of data and services across borders and a flexible, growth-friendly migration system that allows the UK to access the best global talent.”
The industry is also aiming to further strengthen and build on the UK’s status as the world centre for advertising. To support future growth, the AA is joining forces with the IPA, the DMA and APA are launching the UK Advertising Export Group (UKAEG) to grow exports of advertising and marketing services around the world, to support the international growth of UK advertising and marketing services companies and to build on the UK’s position as a global advertising hub.
The UKAEG is partnering with the Government to accelerate profile and lead generation opportunities in key international territories including China, Japan, South Korea, North America and Europe.
Woodford added: “Beyond Brexit, we look forward to hearing how economic growth and prosperity can be shared more widely across the country. Advertising has a unique ability to foster growth among businesses of all shapes and sizes and drives economic progress across the nations and regions.
“It is also a key driver of export growth and is the fastest-growing of Britain’s services exports. As the new administration is assembled, we look forward to engaging with ministers and with officials from across Whitehall to ensure UK advertising’s voice is heard loud and clear.”
IPA director general Paul Bainsfair added: “While politics has been divisive of late, the decision as to who will run our country has now been made. For us to move forward – as a country and an industry – we are looking to the Government to bring an end to the current stasis, uncertainty and economic deadlock. And one that can provide clarity across the board.
“Specifically, we need clarity on Brexit so that clients can allocate appropriate marketing budgets to hire agencies to help transform their businesses; we need clarity on access to EU talent – our industry relies on diverse minds from all backgrounds; we need clarity on political advertising for which we continue to lobby for a machine-ready universal register of all political ads online.
“We also need a Culture Secretary in the post long enough to gain a good understanding of the incredible value that the creative industries bring to the UK and who can promote and defend our best interests accordingly.”
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