Promote UK to market Uk advertising globally
Promote UK is a new industry group formed to position the UK as the top global hub and centre of excellence for advertising in the run-up for the post-Brexit era.
The group has been launched by the Advertising Association in support of the Government's Industrial Strategy.
It will work directly with DIT and ensure UK advertising takes a central place in the GREAT campaign. The group’s objectives will be to raise awareness of UK advertising at scale to drive reputation; target key influencers and decision-makers for in-depth engagement; and ensure marketing services are included in DIT Foreign Direct Investment pitch presentations across all sectors of the economy.
Promote UK will be chaired by Janet Hull OBE, IPA Director of Marketing Strategy and has over thirty participating companies at launch including 18 Feet & Rising, The Seven Stars, AAR, Above+Beyond , adam&eveDDB, APA, Bang TV, DMA, Feref , Framestore, Gravity Road, Grey, IAB UK, IPM, Iris Worldwide, Karmarama, Kinetic, Kingston Smith, London & Partners, M&C Saatchi, MBA, McCann, Mother London, Mindshare, MRS , Nexus Studios, Ogilvy, Park Pictures, Rattling Stick, Seven, St Luke’s, System 1 Group, Thomas Thomas Films, VCCP and Y&R.
In Promote UK’s first industry appearance, Janet Hull and Advertising Association chairman, James Murphy, presented at the inaugural Shanghai International Advertising Festival on the topic, 'The advertising opportunity to take China brands global: a UK perspective'.
Promote UK will work directly with DIT’s team, led by Jamila Saidi, Director GREAT International Trade Campaign, and DIT’s first advertising sector specialist, David Moody, to feed into DIT’s network which extends to over 160 Embassies, High Commissions and Consulates in over 100 nations globally.
Priority markets for Promote UK include North America, China, India, Japan, Middle East, Germany, France and Hong Kong where DIT staff come with extensive local private sector experience and can offer knowledge and contacts to UK companies new to those markets.
Janet Hull, Promote UK Chair, said: “We want buyers to feel that, unless they choose a British company, they have not quite bought the best there is. This emotional connection will help to underpin rational selection processes. By co-ordinating efforts across the sector and partnering with Government, and embassies around the world, we will be able to expend our collective reach at a critical time when the UK needs to be even more visible on the world stage.”
Jamila Saidi, Director GREAT International Trade Campaign, said: “This a hugely exciting opportunity to showcase UK advertising around the world, but also to highlight the many brilliant UK businesses featuring in these advertisements and the talent and services behind them. We are very much looking forward to putting the power of the GREAT campaign into action for this industry, which is a stated priority for Government support.”
Promote UK is working with DIT and its presence at forthcoming industry events to promote UK advertising sector. These include World Retail Congress, Cannes Lions and Dmexco. Further details are available on the Promote UK site: www.adassoc.org.uk/promoteuk
All UK advertising and marketing businesses looking to be a part of Promote UK should visit www.adassoc.org.uk/promoteuk and register their interest. The Promote UK site will also provide full details on the group’s work with DIT at industry events around the world, as well as advice and guidance for businesses seeking to learn more about exporting advertising services successfully.
Read the full release.
Published: March 28, 2018.
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