UK advertising trade mission gears up for Cannes 2025

The UK advertising industry will return to Cannes Lions next month with a Government-backed trade mission, as part of a wider strategy to strengthen Britain’s global position in advertising and accelerate the international growth of its creative industries.

Now in its fifth year, the UK trade mission, curated by the UK Advertising Exports Group (UKAEG), brings together UK companies looking to accelerate their global growth and ensure the country remains one of the world’s top three advertising and marketing services exporters.

Results from previous years have demonstrated the UK remains a top choice for international clients, with new business wins and trade missions to markets, such as Saudi Arabia.

The trade mission is an integral part of the UK’s extensive presence at Cannes Lions, delivered under the banner of UK Advertising@Cannes Lions and led by the Advertising Association as the official UK representative for the festival.

It is supported by the biggest line-up of partners to date, including Bauer Media Outdoor, Pinterest, Sky Media, Mail Metro Media, Seedtag, Channel 4, Bauer Media, Marketreach and the Department for Business & Trade.

UK House will once again serve as the base of a high-impact programme, hosting a series of invite-only roundtables with senior leaders from key international markets including the US, Saudi Arabia, and China, alongside thought-leadership panels across the Croisette.

The programme includes the UK Advertising Global Dinner on Carlton Beach, an exclusive gathering of global industry leaders for an evening of curated networking, fine dining and entertainment.

Kimberly Wyatt, presenter of The Hits Radio Throwback on Hits Radio, former Pussycat Doll and Grammy nominee, will provide a special DJ set, and there will be an exclusive set from Kiell Smith-Bynoe in partnership with BBC Studios Digital Brands. Best known for his starring role in the global BBC hit Ghosts, Smith-Bynoe is a celebrated comedy talent with credits spanning Stath Lets Flats, Dreamland, Taskmaster and this year’s Edinburgh Fringe.

Advertising Association chief executive Stephen Woodford said: “The UK’s advertising exports were worth nearly £18bn in 2024, demonstrating how the demand for UK advertising has never been greater. As we head to Cannes Lions, we are ready to showcase the UK’s creative and technological expertise to the world, building on last year’s success with the UK in the top three most-awarded nations.”

UKAEG chair Julian Douglas, who is group CEO of VCCP added: “Cannes Lions is our global stage, a chance for UK advertising to show up loud and proud as one of the top three exporters on the planet. It’s where our groundbreaking creativity, world-class innovation and proven commercial impact earn the global recognition they deserve. More than just awards, Cannes is where UK creative companies spark international growth and forge powerful new connections.”

Next-generation talent will also be championed at Cannes Lions, with the Advertising Association backing 12 creatives competing in the Young Lions competition, following a record performance in 2024.

Additionally, 31 jurors from the UK have been selected to preside over the main awards, including three jury presidents: Dentsu global chief strategy officer Patricia McDonald; Saatchi & Saatchi chairwoman and global chief creative officer Kate Stanners; and Omnicom Media Group chief executive Dan Clays.