Britain’s stature in international advertising has been given a boost following the publication of new figures indicating that total exports rose to £6.9bn in 2017.
Data compiled by the Advertising Association showed an overall rise in exports of 18% from the year prior, a double-digit boost far in excess of UK service exports as a whole, lagging behind on seven per cent.
The figures were buoyed by a strong performance in Europe where the export value of advertising services has almost tripled since 2009 to £3.8bn, the equivalent of 55% of all exports.
Welcoming the news James Murphy, chief executive of Adam&EveDDB, commented: “To have reached almost £7bn in exports and more than tripled the value of overseas trade in the past ten years testifies to the creativity and entrepreneurial approach that is a hallmark of UK advertising.
“As we approach Brexit it is crucial that we champion our industry on the world stage and pursue bold policies in key areas like being open to overseas talent, ensuring a complementary regulatory environment and continuing to develop a strong exporting strategy.”
Crucially the figures show that the strong performance was driven by small and medium-sized firms, not the giants, boding well for future growth.
Advertisers caution that while all might be rosy at present an unfavourable Brexit could derail this progress,