UKAEG IMPACT REPORT 2024
OUR STORY SO FAR
I’m proud to reflect on a transformative year where the UK Advertising Exports Group (UKAEG) delivered on the ambitions of our industry, creating new opportunities and expanding the global footprint of UK advertising UKAEG represents a dynamic network of over 60 leading companies across creative, production, AdTech, AI, and more, showcasing why the UK remains a go-to destination for world-class advertising.
UK advertising exports hit a record-breaking £18 billion in 2023 a 15% surge from the previous year making the UK the world’s second-largest exporter of advertising services. For the first time, we ’ ve closed the gap with the US, proving that UK creativity is driving global growth.
A cornerstone of our success this year has been the strategic partnerships we ’ ve cultivated worldwide. At Cannes Lions, UKAEG didn’t just showcase the best of UK advertising; we used the event as a powerful platform to forge connections. One of the most significant outcomes of our engagement was the strengthening of our relationship with Saudi Arabia. This partnership exemplifies how UKAEG is unlocking opportunities, and delivering tailored trade missions that reflect the ambition and talent of our members.
Our success isn’t just about numbers; it’s about impact This year, UKAEG delivered more bespoke, curated trade missions, tailored precisely to the needs of our members. These missions were designed to open new doors, unlock untapped markets, and accelerate UK advertising’s global reach. Our reach has expanded across industries, from iconic luxury brands like Rolls Royce and Aston Martin to global giants like Cathay Pacific, Yili, and Haier.
As we look ahead to 2025, UKAEG remains committed to expanding our global reach, building on the successes of this year, and empowering our members to thrive in established and emerging markets. To learn more about how UKAEG is driving growth and creating global impact, I invite you to read our detailed review of the year to reach out to join our community.
SAisling Conlon
Aisling Conlon,
UKAEG 2024 IN NUMBERS
in exports for marketing and advertising services in 2023.
1
Podcast reaching #19 in the Apple podcast charts.
30
Hosted the UK-China Brand and Business Forum in London, with over 30 Chinese leaders and CMOs.
122
Engaged 122 companies across 6 trade missions through international business meetings.
1
BBC News interview during Cannes Lions highlighting export figures.
3
Hosted 3 roundtables with the Department for Business and Trade, connecting members with government officials.
42
Supporting 42 companies entering new markets for the first time.
Supporting 42 companies entering new markets for the first time. 15%
2nd
The UK is the 2nd largest global exporter of advertising, closing the gap with the US - from $4.7 billion to $3 billion in 2023.
100%
Increase in trade missions, with 6 key events this year: SXSW Austin, Cannes Lions, SHIAF, Advertising Week New York, UK-China Brand and Business Forum, and Athar Festival.
71
Talks and networking events during trade missions.
Launched a China-facing PR strategy.
23
New members joined in 2024.
3
Signed 3 MOUs: Shanghai International Advertising Festival, Chinese Advertising Association, Athar Saudi Festival of Creativity.
452M
Reach across social media and press.
1
Activation at SXSW, with 200+ people creating their own advert on an Arc Vector Bike through UK landmarks.
77
Engaged with 77 global brands, including Rolls Royce, Twinings, Aston Martin, BBC, Lipton, Arc Vehicles, Cathay Pacific, Yili, Haier.
New emerging market focus: Kingdom of Saudi Arabia.
UK ADVERTISING: THE CREATIVE POWERHOUSE FUELLING GLOBAL GROWTH
Julian Douglas, International CEO & Vice Chairman, VCCP & UKAEG Chair
As Chair of the UK Advertising Exports Group (UKAEG) and Group CEO of VCCP, I’m fortunate to be in the engine roo of the UK advertising industry – where creativity, innovatio and global ambition drive us forward. UKAEG isn’t just collection of companies; it's a dynamic network of over 7 leading UK advertising and marketing services firm excelling in creative, production, AdTech, digital, AI, an more. Together, we ’ re making waves globally, proving wh the UK is a go-to destination for world-class advertising.
Reflecting on my first year in this role, it’s clear that UK ad stage, with even more headroom for growth. This succes great ambition and talent within our industry, the strat 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.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.
xports to Saudi Arabia surged from £21 million in to £482 million in 2023. This momentum led to a e-year partnership with the Athar Festival, paving way for the first UK-Saudi Advertising Summit in 5. In China, our collaboration with the Chinese ertising Association and the Shanghai International ertising Festival continues to deepen our reach.
By actively participating in events like Cannes, Athar, and SHIAF, we ’ re strengthening ties and fuelling 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.
UK ADVERTISING AND MARKET RESEARCH SERVICES EXPORTS
Data taken from ONS for 2023.
US £3.4 BN exports
More than tripled since 2020
Europe accounts for 63% of UK advertising exports
China £87M exports
Hong Kong
£371M exports
Saudi £482M exports
Up from just £21m in 2016
THE YEAR IN REVIEW
The UK Advertising Export Group (UKAEG) is the UK Advertising's global new business drive.
The mission of the UKAEG is to grow exports of advertising and marketing services around the world to support the international growth of UK advertising and marketing services. to build on the UK’s position as a global advertising hub.
This impact report will detail how we have achieved this over 2024.
EXPORT REPORT 2024
Each year, UKAEG, in collaboration with industry think tank Credos, publishes the Export Report, which plays a crucial role in demonstrating the success of UK advertising and identifying areas for improvement to Government and in the industry.
The latest data, unveiled on June 18, 2024, at Cannes Lions, showed a 15% surge in UK advertising exports to £18bn in 2023. The UK became the world’s second-largest exporter of advertising services, narrowing the gap with the US from $4.7bn to $3bn. According to Credos analysis, UK advertising exports surpassed those of major sectors like engineering, telecoms, and legal services (ONS data).
This data not only reflects the sector’s growth but also empowers UKAEG to tell both the UK government and the global industry the story of UK advertising’s success, while highlighting areas that require further attention and support.
Julian Douglas, CEO of VCCP and Chair of UKAEG, launched our latest research in an interview with Lukwesa Burak on BBC News, live from Cannes Lions on June 18, 2024.
SHAPING THE FUTURE OF UK ADVERTISING WITH UK GOVERNMENT
Driving Strategic Dialogue at the House of Commons
In partnership with the Advertising Association’s Public and Government Affairs team, UKAEG members convened at the House of Commons for a roundtable discussion, 'Shaping the Future of UK Advertising.' UK advertising leaders delivered a State of the Nation address, focusing on advertising trends and consumer behaviour in 2024. This critical dialogue provided an essential platform to outline the industry's priorities ahead of the upcoming general election.
Insights and Opportunities: A US-Focused Townhall
For the third consecutive year, we hosted a Townhall with the Department for Business and Trade (DBT) USA team as we looked ahead to the opportunities for UK Advertising with the US’s decade of sport. Members gained valuable insights into major upcoming events, while we advocated for strategies to help UK advertising leverage these opportunities
Advocating for Growth and Support
We submitted five key responses to government consultations, highlighting the global potential of UK advertising and calling for increased funding and support to match the ambition of the industry. By emphasising the industry’s entrepreneurial spirit, creativity, strategic thinking, and innovation, we reinforced UK advertising’s role in driving global brand growth and solidifying the UK’s position as a centre of excellence. We also highlighted the importance of key global markets and events to our continued success. Shaping
SXSW AUSTIN
UKAEG returned to SXSW for it’s 4th year as a stakeholder of UK House, with its biggest trade mission to date to showcase the best of UK Advertising. Across the 4 days we:
40 members joined us in Austin, with 8 newcomers experiencing SXSW for the first time.
Presented 3 sessions on SXSW main stages, featuring members.
Launched ‘UK Advertising takes you places,’ campaign with a virtual production activation, partnering with Disguise and inspiring over 200 participants to create their own adventure.
56 speakers across 4 action-packed days, including 20 thought leadership sessions, covering key topics such as fan engagement, effectiveness, and innovation.
Talent participating in our events included sporting legends; Olly Barkley, Natasha Dowie.
Hosted a roundtable event with the American Advertising Federation and members.
Hosted a networking event with White Claw and hosted sessions with UK brands such as Cadbury UK, Aston Martin F1 Team, Arc Vehicle, & Brompton Bicycle.
10,000+ attendees joined us at UK House over 4 days to hear and meet with UKAEG members.
Sponsor of the VIP event featuring Skepta.
AD-VENTURE
UKAEG launched a standout campaign at SXSW - Adventure. Collaborating with members Chrome Productions, CUBE Studios, and Experience12, alongside Preevue, Disguise, and ARC Bikes, to create a first-of-its-kind activation especially for SXSW. Attendees were given the opportunity to produce their own 30-second advert in a virtual production studio which ended with the tag line, UK Advertising takes you places. With over 200 participants, the campaign not only showcased the power of UK advertising but also provided each participating company with a unique story to promote for PR and new business opportunities.
PANEL PICKER BOOTCAMP
For the past three years, UKAEG has hosted a PanelPicker® Boot Camp, providing our members with exclusive support to craft and submit their session proposals for main stages at SXSW.
This initiative empowers UKAEG members to elevate their ideas, receive expert guidance, and increase their chances of being selected for the main stage at SXSW.
Led by Aisling Conlon and Jon Burkhart both on SXSW advisory committee, the bootcamp offered invaluable insights into the submission process, best practices for crafting compelling proposals, and tips for engaging the SXSW community.
UK Advertising Sports Marketing Talk
UK ADVERTISING ROARS WITH PRIDE
This year at Cannes Lions, UKAEG celebrated the Business of Creativity. Over four engaging days, UKAEG supported over 40 UKAEG companies to host 37 events, including:
4 roundtables with our partners The Marketing Society, BBC Studios, Campaign UK, and Reuters Plus, focusing on key markets including the US, MENA, and Asia.
The return of The GREAT Global Dinner with over 150 guests, featuring entertainment from Munya Chawawa and Troy Hawke.
Opened the doors to the first UK Advertising House, showcasing thought leadership from the UK. Highlights included talks with CMOs, a celebration of the International Olympic Committee – IOC Refugee team, support for women in sports with Mary Earps, Gemma Bonner, Carly Telford, and Kate Dale, an exploration of virtual production case studies, and networking for independent agencies.
Partnered with Storythings to create the podcast Caught up on Cannes, which reached no. 19 in the Apple Podcasts marketing chart.
To finish the week, the UK secured its second-place spot on the awards stage, with 112 Cannes Lions Wins, plus 2 Young Lions Wins
GLOBAL ROUNDTABLES
UKAEG partnered with The Marketing Society, Campaign, Reuters Plus, and BBC Studios to host exclusive roundtables, forging new connections and collaborations. Senior leaders from top brands and companies attended each session. The event included a comprehensive write-up and a specially commissioned video, designed for social media sharing, to highlight the discussions and participants.
East Meets West (ASIA): In partnership with The Marketing Society. Write up and video.
MENA: Our collaboration with BBC Studios and The Marketing Society. Write up and video.
USA This roundtable was co-hosted with Reuters Plus. Write up and video. Campaign: Fan engagement in the AI era: how it's changing. Write up and video.
Guests included: Angela Bassichetti, Meta APAC; Siew Ting Foo, HP; Abdulaziz Elyas, Chief Marketing Officer, Saudi Investment Bank; Kelly Biderman, Chief Executive, Havoc Robotics/National Havoc Robot League; Catherine Green, Head of Digital Experiences and Integration, International Olympic Committee; Bryan Biniak, Chief Marketing Officer of Songtradr and President of Bandcamp; Alexandra Salomon, Senior Vice President, Association of National Advertisers; Deborah Honig, Chief Customer Officer, Samsung; Raquel Bubar, Managing Director, New York Times.
Campaign Roundtable
THE GREAT GLOBAL DINNER
The 2024 GREAT Global Dinner, held at the prestigious Carlton Beach, proved once again to be an essential event for fostering high-value connections and driving global conversations Exclusive to UKAEG members and our partners it was hosted in response to the increasing demand following the success of last year ' s dinner. This year ’ s gathering attracted 150 senior leaders from key markets such as the USA, Dubai, Saudi Arabia, Singapore, China, and the UK.
To champion and celebrate the Creator Economy, guests were welcomed by The Greeters Guild (Troy Hawke), whose humour set the stage for an evening that showcased how creators are driving cultural and commercial impact in today’s landscape. Munya Chawawa’s exclusive stand-up routine further underscored the powerful role of creators in shaping and influencing global audiences.
The diversity of global brands in attendance from Chelsea FC, Microsoft, Virgin, and Cathay Pacific demonstrates the event’s growing influence and importance.
Greeters Guild
Munya Chawawa
The GREAT Global Dinner
106 LIONS ON A SHIRT
The UK Advertising Exports Group (UKAEG partnership with VCCP, developed a camp celebrating the UK’s position as one of the top most awarded countries at Cannes Lions, includin wins in 2023.
The campaign, which ran across OOH and s featured a striking football shirt design with '106 on a shirt' to represent the number of Cannes Lions awarded to UK agencies - perfectly aligning with the big theme of the festival, Sport.
The creative was recognised as Campaign’s Ad of th Day during LIONS festival.
Aisling Conlon, International Trade Director for U Advertising, Advertising Association, explained: “The U has a rich history and a strong global reputation fo creativity, consistently reflected in our podium presence at the Cannes Lions Awards each year. In a week celebrating global creativity, we ' ve harnessed the competitive spirit of the awards stage and infused it with UK humour.”
Maintained second place on the global stage at Cannes Lions.
UK ADVERTISING THE BRAND
Since its launch in 20 recognised symbol.
For branding across e the Lion logo was promotional assets merchandise, to poste the 'UK Advertising' bra visible throughout. In giants like Spotify an these assets played a and reinforcing the U advertising. By leverag we strengthened the visibility and impact of UK advertising.
Caught Up on Cannes Podcast: A Strategic Communication Win
In collaboration with UKAEG member Storythings, experts in podcasts and newsletters, we leveraged their storytelling capabilities to efficiently amplify our Cannes coverage with concise, daily snapshot podcasts all under 9 minutes
With a global reach (64% UK, 11% US, 7% France), the Caught Up on Cannes podcast delivered impressive results. Debuting at #19 in the Marketing category on Apple Podcasts during Cannes Lions, it proved to be an effective tool for driving engagement and visibility
SHANGHAI INTERNATIONAL ADVERTISING FESTIVAL
We hosted a business mission to the Shanghai International Advertising Festival (SHIAF) in partnership with the Department for Business and Trade (DBT). This mission provided UK companies with an exclusive platform to connect with Chinese industry leaders, explore emerging market opportunities, and showcase the world-class creativity of UK advertising on a global stage. This collaboration highlighted our dedication to driving international growth and strengthening creative ties between the UK and China.
In addition, UKAEG signed a Memorandum of Understanding (MOU) with SHIAF and Sino-ADI. This agreement marked a significant step in fostering collaboration between the UK and China, empowering businesses in both nations to expand globally by creating a strategic bridge between these two creative powerhouses
UKAEG member VCCP achieved remarkable success, winning nine awards at SHIAF, including three This recognition further cemented the a reputation and built trust among Chinese eager to differentiate themselves using UK adv strategies
Finally, we are honoured that UKAEG Chair Douglas, was inducted into the SHIAF Global A Group, reinforcing the UK’s leadership role in s international advertising collaboration and innovation.
VIP Opening Night with Man City at SHIAF
UKAEG Chair Signs an MOU with SHIAF
Company visit in Shanghai
ADVERTISING WEEK NYC
UKAEG formed an official partnership with Advertising Week NYC, growing our presence at the event and unlocking new opportunities for members We hosted our largest delegation yet to the event. We hosted a special event at Framestore’s London office to mark our new partnership with Advertising Week. The evening, attended by 70 guests, offered insights into the upcoming conference and strategies to maximise the experience.
UKAEG hosted the Leadership Reception at the British Consulate in New York, with Niall Mackenzie CBE bringing together 100+ leaders from both UK and US advertising industries. It was the hottest ticket in town.
UKAEG launched the Leadership Icon Award and presented the inaugural award to Matt Scheckner, Chairman of Advertising Week, in recognition of his significant contribution to strengthening UK-US relations.
Aisling Conlon, International Trade Director for UK Advertising represented the industry at a special Nasdaq bell ringing, broadcast live in Times Square.
In partnership with The Marketing Society, we delivered the Connections & Conversations Lunch at The CMO Lounge, offering members exclusive access to top industry leaders.
Three UKAEG members GEEIQ, Propeller Group, and Influencer featured on the official Advertising Week stages.
Nasdaq Bell Ringing
Leadership Reception
The Marketing Society Networking Event
UK AND CHINA BRAND AND BUSINESS FORUM
Returning for the second year, we hosted the UK-China Brand and Business Forum in partnership with DBT, Chinese Advertising Association (CAA), and Shanghai International Festival(SHIAF).WehostedthesummitatChelseaFootballClub,intheirDirectorsLounge with30brandandbusinessleadersfromChina,alongside30UKAEGmembers.Across twodayswehadnumerouspresentationsincluding:
UKAdvertisingin2024,withStephenWoodford,AdvertisingAssociation,SteveDavies, APA,PaulBainsfair,IPA,moderatedbyCarolChan,Comms8
PresentationwithHaierGroup,WangMeiyan,ChiefBrandOfficer.
Presentation with Framestore, Mike McGee, Chief Creative Officer and Lorraine Fearon,HeadofNewBusiness.
PresentationwithYiliGroup,ZhangYipeng,VicePresident.
Reimagining Advertising: AI and the Future of Integrated Campaigns, Peter Gasston, InnovationLeadandKanNg,GlobalBusinessDirector,VCCP.
BreakfastBriefingwithCannesLions,TheaSkeltonVPofFestivals.
BBCStoryWorks:CraftingGlobalNarratives,RichardPattinson,SeniorVicePresident.
The event also included a networking lunch, a showreel presentation from the APA, an MOUSigning,anHonoraryCeremony,andfinishedwithNetworkingDrinks.
Yili Presentation
Framestore Presentation
UK AND CHINA BRAND AND BUSINESS FORUM
From the UK/China Brand & Business Forum I was impressed by the achievements of the UK advertising industry, particularly in technology and innovation, as highlighted in the case studies shared over the past two days. I look forward to fostering deeper cooperation between the Chinese and British brands and advertising industries, and I’m especially interested in how we can address low-carbon and sustainability challenges in the coming year.
See you soon in London or Beijing.
MOU Signing
Mr ZHANG Guohua President of the CAA
ATHAR FESTIVAL & SAUDI ARABIA
UKAEG hosted its inaugural business mission to Saudi Arabia, exclusively for members, offering unique access to the country's rapidly growing advertising and creative industries.
We hosted a webinar in partnership with the Athar Festival, titled Navigating Saudi Arabia’s Advertising Landscape. This session provided valuable insights into the opportunities and challenges of the Saudi advertising market and the impact of Vision 2030 with speakers from Campaign Middle East.
The business mission, curated by UKAEG, featured exclusive meetings and presentations, including:
Market Access and Setup: with AEI Saudi. Exclusive insights into establishing a presence and navigating key business opportunities in the Saudi market with AEI Saudi Strategic Sessions with Key Market Leaders: Direct engagement with Fouad Abou Mansour, VP of Creative Studio at the Saudi Tourism Authority, CMO Abdulaziz Elyas, Saudi Investment Bank.
Navigating PR in Saudi Arabia: Expert-led session on maximising PR strategies in Saudi Arabia, featuring leading agency One Group.
Presentations from Industry Leaders: Exclusive presentations by Foaj Group and Red Impact agency, showcasing innovative approaches and opportunities in the Saudi market.
Exclusive VIP Dinner with Red Impact Agency: A high-level, private dinner with Red Impact agency, offering an intimate setting for networking, discussions, and strengthening industry relationships.
Trip to Diriyah: A visit to Diriyah, one of Saudi Arabia's major Giga Projects, providing a unique opportunity to explore its transformative impact on the region's development and advertising potential.
Access to Athar Festival: Exclusive pass to the Athar Festival, offering opportunities for networking and participation in key events, including a table at the prestigious Athar Awards.
Post-Mission Insights Session: After our successful mission to Saudi Arabia and the Athar Festival, UKAEG hosted an insights session for industry professionals to explore market opportunities.
Speakers included: Jane Asscher, 23 Red, Julian Boulding, thenetworkone, Carol Chan, Comms8, Tom Tootal, bandstand.
STRENGTHENING RELATIONSHIPS WITH SAUDI ARABIA
UKAEG is pleased to announce a further 3-year partnership with the Athar Festival in Saudi Arabia, following a successful mission to Riyadh. UKAEG and Athar signed an MOU to commit to a three year partnership that marks a significant step forward in a relationship built on shared ambition and a collective vision for the future of the advertising industry.
With UK advertising exports reaching £18 billion in 2023, Saudi Arabia plays a vital role, contributing £482 million accounting for 3% of our overall exports and 78% of our trade with the Middle East. This growth, from £21 million in 2016, underscores the strength of our collaboration and the immense potential of this partnership.
This 3-year commitment, forged under the UK Advertising Exports Group (UKAEG), represents a key milestone in our ongoing relationship with the Kingdom of Saudi Arabia. UKAEG and the Athar Festival are united by a shared commitment to shaping the future of our industry and supporting Saudi Arabia’s rapidly growing creative economy.
As we continue to build on this momentum, we look forward to hosting the inaugural UK & Saudi Arabia Advertising Summit in London in 2025 an important event that will open new doors for collaboration. We are also excited to return to Athar next year to further strengthen our shared vision.
Ian Fairservice, Chairman of Athar Festival and Managing Partner of Motivate Media Group
Julian Douglas International CEO VCCP, UKAEG Chair
Aisling Conlon, International Trade Director UKAEG/Advertising Association
Mohamed Al Ayed Vice Chairman of Athar Festival and CEO of TRACCS
STAMP OF APPROVAL
It was such a great event! Thank you UK Advertising, Aisling Conlon, and the fabulous panelists. The excitement around the potential of sports to #elevateandcelebrate - and especially women ’ s sports - has stayed with me, well past the sunny days of Cannes!
Eleanor K Duff, PhD, SVP/Global Head of Vaccines comms, Sanofi
Great to meet you in Cannes! Congrats again on a great series of activations/talks. By far the most value I got from the week was at your events.
Alex Brandler, Partnerships Director
What an incredible evening. Connecting with old friends and new - Huge congratulations.
Damian Douglas, MD, EMEA TIME
Thank you for the invitation. It was a great evening with some lovely new connections too.
Mascha Driessen, Regional Vice President Continental Europe, Microsoft Advertising
A wonderful evening, fabulous company and mind blowing views!
Katie Ingram, Director, Advertising Week Europe
From the government side of this relationship, UKAEG are the best model of how shared objectives and very modest public sector budgets can be amplified through support and engagement with the commercial sector to deliver so much more impact than either of us could do alone to create real buzz and attention at big global events like SXSW and Cannes Lions.
David Moody, International Trade Consultant & Former Creative Industry Specialist, DBT
Influencer is a reductive word A week or so back, BBC Studios in partnership with UK Advertising hosted comedian, producer and presenter Munya Chawawa at the GREAT Global Dinner. Creators will power the media, productions and creative agencies, harnessing creativity to extend to new and growing audiences.
Nat Poulter, VP, Digital, Commercial, BBC Studios
ENGAGING WITH GLOBAL BRANDS
Our goal is to activate and engage our community through strategically curated events, driving impactful relationships and creating an environment where innovative collaborations can flourish Here is a a summary of the leading brands that participated in our events, showcasing the reach and impact of UKAEG’s strategic engagements throughout the year.
MARKETING - WEBSITE
The UKAEG website serves as the core platform to showcase the depth and breadth of our members’ expertise and achievements, positioning them as leaders in the global advertising industry. Our strategic focus is on maintaining a dynamic and engaging online presence to amplify our impact and support member growth.
Total Clicks: 1 43K
Total Impressions: 168K (Google Search Console)
During key events such as Cannes Lions and SXSW, we use curated event-specific hubs to highlight our members and showcase the event schedules. These dedicated sites serve as focal points for engagement during these major global events.
Across all three sites, we ’ ve attracted a total of 6K new visitors (Google Analytics). Below is a map to show where we connect. By consistently updating and expanding content, the UKAEG website is a vital resource for both our members and the global advertising community.
and
MARKETING - SOCIAL
As UKAEG’s global presence expands, we have strategically aligned our social media channels to drive targeted engagement and visibility. The UK Advertising LinkedIn page, launched ahead of SXSW Austin, serves as our core business channel in the West, connecting brands and industry professionals with our work. This year, we introduced strategic paid media on LinkedIn, which has further boosted our visibility and contributed to strong results. We also introduced a newsletter as part of our LinkedIn strategy to further engage our audience. This platform has grown steadily, reinforcing UKAEG’s position as a leader in the global advertising industry.
In addition to LinkedIn, we have developed a tailored strategy for China, focusing on local consumer behaviours through PR and media outreach. While we also have Instagram and X channels, we have focused on LinkedIn this year, which has delivered strong results.
Page Statistics
Impressions 381,718
Reactions 3,428
Comments 150
Reposts 209
MARKETING TO CHINA
Building on our growing success and relationships with China, we have developed a targeted communications strategy to enhance UKAEG’s visibility within the Chinese market and among Chinese media in the UK.
In collaboration with our member, Comms8, we launched a targeted PR campaign following the China Summit, securing 8 successful media placements across leading trade, news, and business outlets in both China and the UK This coverage significantly enhances UKAEG’s visibility and underscores our expanding influence in the market.
We have also launched a dedicated WeChat channel, recognising its importance as a central platform for business communication in China that enables direct engagement with a highly active and influential audience. Our WeChat hub will centralise all our website content, making it easily accessible to Chinese audiences. In 2025 we will implement a series of strategic PR initiatives throughout the year to engage Chinese stakeholders and strengthen our presence in this key market.
Coverage secured in China media
TV COVERAGE
Arab news reporting on our MOU signing with Athar Festival.
CLICK TO WATCH
Julian Douglas, CEO of VCCP and Chair of UKAEG, launched our latest research in an interview with Lukwesa Burak on BBC News, live from Cannes Lions on June 18, 2024.
GLOBAL LEADERSHIP DURING DBT’S INTERNATIONAL TRADE WEEK
To mark the Department for Business and Trade’s (DBT) International Trade Week, Julian Douglas, International CEO of VCCP and UKAEG Chair, authored an op-ed for Politics Home, a leading platform for UK political and policy insights. The piece reflected on a landmark year for the UK advertising sector, highlighting its progress and ambitions while calling for stronger collaboration and support to drive continued success on the global stage
Julian underscored the vital need for UKAEG and DBT to work together directly, advocating for funding and strategic partnerships to empower UK businesses, support the industry, and ensure the UK remains a world leader in advertising. The op-ed resonated widely, appearing in Politics Home and amplified via organic and paid LinkedIn campaigns targeting government officials, as well as the Advertising Association’s Policy and Government Affairs Newsletter.
Impressively, it was named one of Politics Home’s top five performing posts in November.
View the article here.
MEMBER PERSPECTIVE
Such a good trip, we ’ ve met some fantastic people and what a welcoming and warm country. Thank you for your tireless work on our behalf.
Tom Tootal, Owner, bandstand
What a week - Thank you for organising and managing such a wonderful array of activities and events. It’s a privilege to be able to do these trade missions with you, and looking forward to doing more.
Jeremy Read, Group Business Director, Brandfuel
I loved the dinner, saw you everywhere and can’t wait for what’s next – after a bit of a rest.
Laurie McAllister, Head of Marketing, UK, GV and International, Talon OOH
A great day full of inspiring, inclusive talks, thanks for having me
Simon Mutter, Strategy and Planning, 23red
Thank you so much from the whole Gravity Road team! We appreciated your support of the IOC Refugee Team and for all the fun you jam-packed in over the week.
Rosie Hart, Head of Account Management, Gravity Road
Thank you so much for a brilliant week in Cannes - we all really enjoyed ourselves and benefitted hugely from being under your wing.
Fi Case, Director, bandstand
UKAEG INDUSTRY REPRESENTATION
UKAEG is proud to represent a diverse network, spanning the full spectrum of advertising, from creative and production to AdTech, digital, AI, and more. We work to ensure every aspect of the industry has the opportunity to go global, empowering our members to thrive and showcase their expertise on the world stage.
Network or Independent
Specialisms
Influencer
Ecommerce
Virtual
Social
UKAEG MEMBERS
23red
adam&eveDDB
Anything is Possible
Ardmore Advertising
BAD STAR Studios
bandstand
BBD Perfect Storm
Billion Dollar Boy
Born Social
BrandFuel
Chrome Productions
Coffee & TV
Common People Films
Comms 8
Creature London
Croud Cube Studios
DAIVID Experience 12
Four Communications
Framestore
GEEIQ
Gravity Road
Hey Human Influencer
KODE
Lemonade Reps
You
Locate Productions
London Advertising
LS Productions
McCann London
MDRxTech
MullenLowe Group
NCA
Neverland
Nutshell Creative
Pixel Academy
Propeller Group
Publicis London
Saatchi & Saatchi
Shoot to Kill Studios
Social Element
St Luke's
Storythings
Studio Art Commerce
Talent Republic
Talon OOH
The Gate London
thenetworkone group
Total Media
Umbrella
VCCP
Virtuoso
Wonderhatch
JOIN UKAEG IN 2025
Cannes Lions
Ad Week Europe
Saudi Focused event in London
UK - China Brand and Business Forum
Ad Week,NYC
SXSW, Texas
Shanghai International Advertising Festival, China
Athar Festival
In 2025, UKAEG will lead a series of high-impact international trade missions tailored to help UK advertising businesses unlock global opportunities and drive growth.
Designed specifically for the industry, these missions provide unparalleled access to key international markets, connecting you directly with decision-makers, clients, and partners who can accelerate your global ambitions.
By joining UKAEG, you’ll benefit from strategic support, market insights, and the collective influence of the UK’s leading advertising export group.
Reach out to Aisling Conlon, International Trade Director to find out more about joining UKAEG.