UK government launches initiative to Brexit-proof ad industry

UK government launches initiative to Brexit-proof ad industry

Britain’s advertising industry is to benefit from a new export initiative designed to propel homegrown firms onto the world stage in new post-Brexittrade policy.

Funded by the Department for International Trade the initiative will see the countries advertising and marketing trade bodies unite under the UK Advertising Export Group banner to capitalise on opportunities for global growth

UKAEG’s first actions will be to coordinate a marketing drive to showcase UK advertising to global audiences during great campaign events, specifically a month-long export-themed series of activities and events through March.

Headline events for the diary include a digital marketing campaign to communicate UK advertising successes to the world, publication of the latest UK advertising exports report and a parliamentary reception led by the Advertising Association (AA) – which has been leading efforts to retain overseas talent.

UKAEG will also establish a dedicated presence at South by Southwest, Advertising Week Europe and Cannes.

Janet Hull, director of marketing strategy at the Institute of Practitioners in Advertising (IPA), will serve as chair of the new body. She 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.”

Other bodies to back the initiative alongside the IPA and the AA include the Advertising Association, the Advertising Producers Association, Data & Marketing Association, London & Partners and the Creative Industries Council.

The concerted action follows fears that Britain’s departure from the European Union could precipitate an economic downturn.

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