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"The UK has the greatest passion for advertising of any country where I've worked"
As adam&eveDDB cofounder James Murphy says in his introduction to Advertising Pays 4, the idea that you can export an ad is an odd one. Despite that, this report demonstrates that the UK has an outsized influence when it comes to global advertising success, and sets out ways to maintain that leading position in years to come.
“…The UK is the most important centre for advertising in Europe, and vies with the USA for global industry leadership… According to this report, it all adds up to exports worth £4.1 billion per year – a significant contribution to our economic growth.”
– Sajid Javid MP, Secretary of State for Business, Innovation and Skills and President of the Board of Trade
As the UK attracts foreign earnings, we enjoy a constant injection of foreign talent, eager to take advantage of the first-class experience and training on offer. Training qualifications offered by our respected trade organisations support this – and are another export success themselves.
Elsewhere, our public awareness campaigns attract widespread international attention. And the UK’s self-regulatory system – which underpins the vibrancy of our domestic output – has served as a model for other countries, which replicate aspects of its structure and turn to the Advertising Standards Authority for guidance and advice as they develop their own systems.
What drives UK advertising’s global reputation for excellence? Advertising Pays 4 seeks to quantify and explain UK advertising’s export contribution.
"The UK has the greatest passion for advertising of any country where I've worked"
Advertising export growth outstrips the wider economy
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