UK Advertising Is Open For Business

It’s vital to recognise the role that exports has had in building the UK’s capabilities as a world-class advertising hub, but even more so during this period of huge uncertainty. Increasingly, the world buys its advertising from the UK.

This stellar growth over the past decade of servicing international clients is a UK-wide phenomenon. The simple truth is we have a virtuous circle in our industry where the work attracts the talent which, in turn, attracts more talent. One in eighteen jobs in London is in the advertising and market services sector, covering creative, strategic and technological disciplines. We rival New York for the highest number of advertising professionals in one city and we know from the work by Credos, the industry’s think tank, in partnership with LinkedIn that our workforce is more international than New York’s in its composition. We have a truly global outlook.

Added to this, over half of our industry’s workforce is based outside of London. During the recent recruitment drive for members of our new export group (UKAEG), we have been gathering world-class examples of work being done by business up and down the UK on behalf of clients in different markets. The breadth and depth of the work we do is incredible, whether that is for international companies seeking to enter the UK market, or supporting the work of UK and international companies in different markets around the world.

It’s also important to remember we are the world’s most advanced online advertising marketplace – our industry’s rapid adoption of digital technologies means we are superbly positioned to help businesses of all kinds, whatever their geographical location. Particularly so, at a time when things like travel to different locations is prohibited. Much of what our international customers need can be developed and delivered through the use of digital technology.

With this global health crisis in mind, more than ever, we have a fundamental role to play in supporting businesses from the UK and from around the world to keep the economy moving and support jobs and livelihoods. Businesses around the world will be looking to the talent in our industry to help them cope with the challenges they face. Now is the most important time to remind the world’s advertising and marketing services buyers that we are here and open for business. We are ready to produce the advertising that they need for their businesses to navigate through the Covid-19 crisis and emerge stronger.

Stephen Woodford, Chief Executive, Advertising Association

Read more about UKAEG companies on our special hub here.