The UK marketing and advertising industry is ramping up its efforts to push the sector’s exports by returning to major trade show SXSW in Austin, Texas, for the third consecutive year, showcasing the very best UK agencies can offer international clients.
Running from March 8 to 16, over 40 UK companies will converge at UK House@SXSW with a programme dedicated to supporting the global growth of UK advertising.
This year, the UK Advertising Exports Group has doubled the number of participating companies, underscoring the growing importance of SXSW for the UK sector – all backed by a partnership with the UK Government’s Department for Business & Trade. Additionally, UKAEG is unveiling its 2024 narrative, ‘UK Advertising Takes You Places,’ to highlight how UK advertising pushes boundaries to help brands grow worldwide.
To accommodate an expanded programme, UK House has relocated to a larger venue (Downright Austin, East 10th St & Red River St, Austin) following the success of 2023, where over 10,000 people engaged with UK creative companies and artists.
UKAEG will offer over 20 events at the UK House@SXSW venue, including Innovation Day, featuring the next generation visual entertainment platform and an immersive experience; Sports and Fan Engagement, featuring the England vs Ireland 6 Nations rugby clash, to underscore the profound impact of brand engagement in sports moments; Creative Effectiveness and Strategic Solutions, an exclusive roundtable with the American Advertising Federation (AAF) discussing how to ‘ensure advertising remains at the boardroom table’; and Sustainability: A Good Omen for Creativity, a masterclass on how sustainability can ignite innovation.
Over on the SXSW main stages, UKAEG members Creature London, Experience 12 and Storythings will also feature and UKAEG has three talks selected for the programme such as The Brand Battle Royale, Beyond the Score, and Scaling up without Screwing up.
The full line-up of UKAEG events can be found here.
Advertising Association international trade director Aisling Conlon said: “UKAEG’s presence at SXSW has significantly expanded, with twice as many UK companies joining us, highlighting the event’s growing importance in our industry. Our 2024 theme, ‘UK Advertising Takes You Places,’ underscores our commitment to innovation and delivering unforgettable brand experiences globally.
“Throughout the event, we’ll lead audiences on a four-day exploration spanning London, Twickenham stadium, and beyond, showcasing the best of UK Advertising. This year’s curated lineup by UKAEG appears to be our most ambitious and promising yet, setting the stage for what promises to be an extraordinary milestone in our SXSW journey.”
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