Fuel Your Imagination

New campaign showcases the global reach of UK advertising

The UK Advertising Export Group’s ‘Made Global’ campaign is a rallying cry for the creative industries.

Nicola Kemp

Editorial Director


In amongst the slew of negative headlines and the black dog of further coronavirus restrictions, silver linings might appear in short supply. Yet as a new campaign for the UK creative industries underlines, the UK is well positioned to succeed. 

As Alex Hesz, CSO at adam&eve, notes: “We are in the perfect time zone for working globally, able to service businesses in the USA and Asia and everywhere in between. We speak many languages and attract creative talent from all over the world. It’s this genetic make-up that makes the UK advertising industry rich in cultural perspectives and innovative ideas.”

This global reputation for creativity is highlighted in the ‘UK Advertising. Made Global’ positioning. The campaign,  which launches today at Advertising Week 2020, was produced by The Mill with strategy by adam&eveDDB.

The campaign was designed to communicate the power of the UK creative industries to fuel the growth of brands across the globe. As Janet Hull, Chair of UKAEG and IPA Director of Marketing Strategy, explains: “At a time when businesses all around the world face into the challenge of the coronavirus crisis, we want them to know that the UK advertising and marketing services sector is here and ready to help them with any challenge they face.”

Annual UK exports of advertising services reached a total of £7.9 billion in 2018 according to the latest ONS figures, a 15% increase as the industry overtook Telecommunications and Engineering services to become the second largest services for exports behind Computer Services. £3.7bn worth of advertising services were exported to EU nations, accounting for 53% of overall advertising exports.

The drive of the UKAEG is clear: to showcase UK creativity to the world and underline the message that the industry is open for business. It’s a message that is increasingly vital in the midst of the coronavirus pandemic. It’s also a welcome reminder of the economic and emotional value of advertising, both to the UK and beyond. 

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