The UK advertising industry is pulling together ahead of Brexit with a coordinated trade push designed to champion the UK ad industry's exports throughout March.
To mark 'Export Month', the Advertising Association (AA) together with the Institute of Practitioners in Advertising (IPA) and the Department for International Trade (DIT) will seek to promote the talent and services British marketers can offer to global clients via a series of competitions, forums and promotions.
A packed diary of events will take place ahead of the 29 March Brexit deadline. The AA's think tank Credos will also publish its first report on UK advertising exports to dovetail with the project.
A significant UK ad industry presence will be found at a number of events globally; including the Shanghai International Advertising Festival; South by Southwest and the Tokyo-London Forum. As well as racking up air miles, the UK ad industry will also be making its voice heard closer to home at Advertising Week Europe.
In tandem with these appearances, the export initiative will also include a Cannes Lions UK competition to find individuals to represent the country at the global Young Lions festival in Cannes this summer. An online 'Export Accelerator' resource will also be launched, designed to assist UK ad businesses seeking to develop their own export strategy.
AA chief executive Stephen Woodford, said: “The UK stands at an important crossroads in its relationship with the EU and the rest of the world. Export Month will act as a celebration of what we do best in UK advertising – a multi-national workforce servicing a global client-base via a winning combination of creativity, innovation and technological expertise. This programme will showcase these strengths like never before and we welcome all those businesses with export ambitions to join in.”
The DIT is supporting the initiative in an effort to further nurture a British success story, with UK advertising services worth a combined £5.8bn in 2016.
The industry has been vocal in its warnings of the threat posed by a potential 'no-deal' Brexit.