Unlocking Global Opportunities for Brands in International Trade Week

This week, our UK Advertising Exports Group (UKAEG) joined the Department of International Trade as part of their biggest export event of the year, International Trade Week.  The ambitious week of business and Government-led activities focuses on giving UK businesses the support they need to trade and unlock international opportunities. 

As part of UKAEG’s continued drive to push the pivotal role advertising and marketing services play in a brand’s export strategy, UKAEG hosted a series of online presentations with the aim of showcasing the expertise of UKAEG companies in helping brands unlock opportunities around the world.  With its pool of diverse skills, global talent and world-class creative capabilities, the UK communications industry is equipped to support brands, whether small or large, to win new customers across the world. 

The first webinar took place on Monday and was presented by Matthias Gray, Global Strategy Director, Freedman International. Freedman International is an insight-driven localisation agency. The session looked at “How to create an effective growth strategy”.Matthias highlighted the importance of having a communications strategy as part of a brand’s export plan. He also shared a series of international B2C case studies that demonstrated the importance of knowing your customer and understanding their culture in order to deliver success for your brand.  

The focus on culture continued on Wednesday, with Julie Cohen, CEO, Across the Pond, and Rosie Allimonos, Cultural Intelligence Coach and Former Google & BBC Executive discussing  “Breaking through cultural barriers with cultural intelligence”. Across the Pond is a global, independent, creative agency that helps shape strategic narratives and campaigns for tech brands around the world. Drawing on the experience of working with brands around the world the session looked at the psychology behind cultural barriers and how to identify potential cultural barriers as a UK business entering new markets.   

The final session of the week, How to build your China market entry strategy? presented by Jes Men, Senior Business Development Consultant, PingPong Digital, looked at how you can achieve success in China, providing a one-stop-shop of everything you need to know to get your brand ready to launch in market.  PingPong Digital is an agency specialised in Chinese marketing strategy and Jes provided attendees  with all the necessary tips for bringing your business to the Asian country: from what commerce and social platforms  to use, to the differences in marketing strategies and how to differentiate the best social platforms for B2B versus B2C companies.  

Following on from the success of these events, UKAEG will be working with the DIT export Academy to provide further modules for their UK Export Academy, an online learning platform that gives small and micro-businesses the know-how to sell to customers around the world with confidence. 

All the sessions will be available to re-watch after the end of International Trade Week. If you want to learn more about UKAEG head here or get in touch with Aisling Conlon, International Trade Director, UKAEG.