Global confidence in UK advertising seen in exports growth

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The reputation for creativity and effectiveness of UK advertising will continue to be showcased in 2025 as the industry is represented at festivals such as Cannes Lions and on trade missions.

According to figures published last year by Credos, the industry think tank, the value of UK advertising services exports rose by 15 per cent in 2023 to reach £18bn, four times higher than the equivalent figure a decade ago.

Credo estimates the UK was the second biggest global exporter of advertising, market research and public opinion polling services in 204, closing the gap on the number 1 exporter, the US, from $4.7bn to $3bn.

Credos also revealed that the UK exported more advertising than it did engineering, telecommunications, legal, accounting, audio-visual, or architectural services, based on the latest data from the Office for National Statistics (ONS).

The US remains the largest market for UK advertising services in terms of individual country exports, importing over £3.4bn worth of UK advertising, followed by Germany (£1.2bn) and France (£1bn). Exports going to Europe (including both EU and non-EU countries) accounted for 63 per cent (£11.4bn) of UK advertising exports.

Creativity, talent and reputation are at the heart of UK advertising’s exports success story, according to PwC, alongside the UK’s location enabling it to transcend time zone differences with Asia and America.

The industry has been active in promoting international partnerships with markets such as China and Saudi Arabia and and ensuring visibility for UK advertising through bodies such as the UK Advertising Export Group and its presence at events such as the Cannes Lions Festival of Creativity in June. Last June UK businesses picked up an estimated 112 coveted Lions Awards, making the UK the second most awarded country at the Cannes Festival.

Other events identified for the UKAEG's focus in 2025 include the Shanghai International Advertising Festival, the Athar Festival, Ad Week Europe and Ad Week NYC and SXSW in Texas.

More on UKAEG.