UK Advertising: The Creative Powerhouse Fuelling Global Growth
UK Advertising forges a new partnership with Athar Festival (pictured: Ian Fairservice, Chairman of Athar Festival & Managing Partner of Motivate Media Group; Julian Douglas, International CEO, VCCP & UKAEG Chair; Aisling Conlon, International Trade Director, Advertising Association; Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS)
As Chair of the UK Advertising Exports Group (UKAEG) and Group CEO of VCCP, I’m fortunate to be in the engine room of the UK advertising industry – where creativity, innovation, and global ambition drive us forward. UKAEG isn’t just a collection of companies; it’s a dynamic network of over 70 leading UK advertising and marketing services firms, excelling in creative, production, AdTech, digital, AI, and more. Together, we’re making waves globally, proving why the UK is a go-to destination for world-class advertising.
Reflecting on my first year in this role, it’s clear that UK advertising is thriving on the global stage, with even more headroom for growth. This success isn’t by chance – it’s driven by great ambition and talent within our industry, the strategic direction of UKAEG under Aisling Conlon, our International Trade Director, and essential support from Government. Together, we’ve built a platform for growth, expanded international connections, and created new opportunities for UK firms to shine worldwide. We know the world looks to the UK for groundbreaking creativity and effective campaigns, and we’re ready to deliver.
Record-Breaking Exports
In 2023, UK advertising exports hit an unprecedented £18 billion – a 15% leap from the previous year, with the US alone generating over £3.4 billion. This isn’t just about numbers; it’s about the partnerships, relationships, and ‘soft power’ that UKAEG has cultivated worldwide. Six major trade missions this year introduced UK companies to new markets, strengthening our bonds within the global creative economy.
Cannes Lions: A Beacon of Excellence
Cannes Lions is the Oscars of the global advertising industry, where the UK continues to shine. This year, the UK brought home 112 Lions, placing us among the world’s top three most-awarded nations. UKAEG’s mission to Cannes isn’t just about awards – it's about building connections that translate into growth. With high-profile attendees and strategic networking, we forecast a £27 million revenue boost over the next three years. Cannes exemplifies how UKAEG-driven trade missions spotlight our creative excellence, making a tangible economic impact.
Driving Global Growth
New York is now an essential hub for UK advertising, with companies like VCCP, Coffee&TV, Propeller, and Influencer firmly establishing their presence. Our growing relationship with the US – seen in initiatives like our largest-ever showcase at SXSW and new events at Advertising Week NYC – reflects the potential of this market. Each step strengthens the UK’s global reputation and opens fresh pathways for growth.
Beyond the US, we’re targeting high-potential markets like Saudi Arabia and China. UK exports to Saudi Arabia surged from £21 million in 2016 to £482 million in 2023. This momentum led to a three-year partnership with the Athar Festival, paving the way for the first UK-Saudi Advertising Summit in 2025. In China, our collaboration with the Chinese Advertising Association and the Shanghai International Advertising Festival (SHIAF) continues to deepen our reach. By actively participating in events like Cannes, Athar, and SHIAF, we’re strengthening ties and fueling mutual growth with these key markets.
Looking Ahead: Scaling Up and Staying Bold
Only a third of UK advertising firms currently export, revealing immense untapped potential. UKAEG is focused on unlocking this by driving growth in key markets and expanding our membership. We’re here to amplify the UK’s creative and technological prowess, helping international clients achieve their goals with fresh, innovative, and effective campaigns. As we move into the next year, we’ll continue expanding UK advertising’s reach and solidifying our position as a global leader in creativity and technology.
To fully realise this vision, we need increased backing from the UK Government – particularly from the Department for Business and Trade (DBT) and the Department for Culture, Media and Sport (DCMS). With sustained investment and support for industry-led missions, we can empower UK businesses to seize new opportunities in fast-growing markets and solidify the UK’s position as the world’s foremost advertising hub. Our success has shown what’s possible with strategic government support, but to maintain and enhance this position, we must go further. Together, we can strengthen the UK’s position role as the global leader in advertising.
For more information on supporting UK Advertising’s global growth strategy, contact Aisling.Conlon@adassoc.org.uk.
Julian Douglas
Chair of UKAEG & Group CEO of VCCP
VCCP operates offices in London, Stoke, Madrid, Prague, New York, Singapore, and Shanghai
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