The UK’s advertising and marketing industry bodies have joined forces with the Government for a major initiative designed to boost business opportunities in key markets across the world.
Funded by the Department for International Trade, the UK Advertising Export Group comprises the DMA, the IPA, the Advertising Association, the Advertising Producers Association, London & Partners and the Creative Industries Council. It has so far secured 37 members from across the UK sector.
Aisling Conlon, who previously worked at the IPA as head of new business, has joined the UK Advertising Export Group as marketing manager, while, as well as funding, the DIT will also give the group greater access for UK advertising at its “GREAT” events around the world.
To mark the group’s launch, there will be a month-long push showcasing the UK sector to international audiences, featuring digital marketing activity including an online hub and social media executions.
It will also see the launch of the Cannes Young Lions UK competition to represent the country in the global Young Lions finals in Cannes this summer.
Other plans include the release of the second annual UK Advertising Exports Report, which will track the performance of the industry in the UK and highlight the latest figures for exports of advertising services.
UK advertising will also have its own dedicated presence at South by Southwest, which takes place over two weeks in March in Austin, Texas as well as this next month’s Advertising Week Europe conference in London.
UK Advertising Export Group and IPA director of marketing strategy Janet Hull said: “The UK Advertising Export Group is a unique cross-industry business development drive to accelerate investment in our sector from international business. Our aim is to support our members to deliver 50% revenue growth by 2023, in line with wider creative industries targets in the government’s sector deal and safeguard the UK’s position as a global advertising hub.”
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