The Advertising Association has unveiled a new international brand campaign featuring the strapline: ‘UK Advertising. Where Creativity Works.’

The campaign launches on the Outernet’s immersive screens today (Monday 15th June) in an event supported by Cannes Lions. 

Developed by VCCP, its global content creation studio, Girl&Bear and digital experience agency, Bernadette, the new identity comes as the Advertising Association celebrates its centenary year.

The new campaign reflects the strategic evolution of UK Advertising, its global growth workstream, which is delivered with support from the UK Government's Department for Business and Trade.

The new identity will be deployed across future international events and trade missions to provide a unified global presence for the industry.

At the heart of VCCP’s creative concept is a distinctive visual system built from modular graphic tiles. The tiles have been designed to represent the diverse blend of talent, innovation, and creative disciplines that form the UK's modern advertising ecosystem.

The identity will make its international debut later this month at the Cannes Lions International Festival of Creativity. The Advertising Association will lead a high-profile, Government-backed trade mission to the festival, bringing together agencies, production houses, media owners, and tech firms in a drive to secure new global revenue via high-level roundtables and a dedicated presence at the festival's Empower Café.

Stephen Woodford, CEO, Advertising Association, explained: "As we celebrate our centenary, UK advertising has never been a more powerful economic engine, proved by our record £19.4bn export figures announced at SXSW London. This bold campaign by VCCP gives us the perfect visual launchpad to showcase our unique proposition on the world stage.”

He continued: “We are calling on all businesses looking to scale globally to join the UK Advertising workstream. Cannes Lions is just the beginning of a year-round mission to turn UK creative excellence into international commercial results."

Julian Douglas, Group CEO, VCCP, added: "Pound for pound, the UK is the best creative advertising market in the world. And in a fiercely competitive global market, that matters. The awards we win are great, but the commercial results of UK Advertising drives are what really count. 'Where Creativity Works' is a statement of fact. And the new campaign lands it emphatically. The tile system captures a modern, multifaceted creative industry, all pointing in the same direction."

Earlier this month, the Advertising Association announced that exports of UK advertising services reached a new record high of £19.4bn in 2025, securing the UK's position as the world's second-largest advertising exporter. 

The new report, published this month at UK House during SXSW London by the Advertising Association and UK think tank Credos, reveals 38% year-on-year export growth, outpacing any comparable UK services sector, alongside a £4.2 billion trade surplus. The United States remains the UK’s largest market, with exports reaching £5,514m in 2025.