There were 106 reasons for the UK advertising industry to be cheerful, after the UK industry scooped 106 Lions at this year’s Cannes Lions.

A move which places the UK in the top three territories globally for creativity in advertising. While news of today’s £380m government investment into the UK’s creative industries aims to attract new talent, encourage innovation, global trade and job creation.

As part of the Creative Industries Sector Plan, which was released today, the government laid out four specific interventions for the advertising industry. 

Firstly, the government has pledged to support adtech businesses with accelerator programs to upskill founders towards international expansion and connect them with key investors. 

Secondly, the government has pledged to continue to work with the advertising industry to ensure that consumer trust in advertising continues to grow. The Online Advertising Taskforce brings government and industry together to help promote and extend industry best practice. 

Thirdly, the government has pledged to create further opportunities for advertising agencies by making it easier for smaller agencies to navigate the Crown Commercial Services and Local Authority procurement process for public sector advertising contracts. The government has pledged to reduce barriers for SMEs to win contracts.

Finally, the government will launch and expand the ‘Great’ advertising campaign, which raises the profile of UK advertising and adtech globally.

The partnership between the UK Advertising Exports Group (UKAEG) and the UK government is ongoing, with the Department for Business and Trade partnering with the group for SXSW, SXSW London and Cannes Lions. The ongoing work aims to promote UK creativity and leadership on the global stage.

Stephen Woodford, Chief Executive, Advertising Association, explained: “It was fantastic to see UK advertising perform strongly once again at the world’s biggest festival of creativity with the many companies and leaders involved in a huge range of activities. As the world’s second largest exporter of advertising services, it is vital to present ourselves to international customers as open for business and capable of delivering the very best creatively effective work for advertisers. This goal is backed fully by UK government, and it is brilliant to see our industry included as a key sector to drive growth for the UK in the new Industrial Strategy.”

UK House was open for four days at Cannes Lions and featured 28 sessions hosted by UKAEG, showcasing how UK Advertising is driving international growth through creativity, strategy, and global presence. 

In addition, a series of C-Suite invite-only roundtables were held, with leaders from international markets, including the US, Europe, China and Saudi Arabia, and there were thought-leadership panels across the Croisette with global industry leaders. The UK Advertising Global Dinner on Carlton Beach brought together 200 UK and international leaders for an evening of curated networking and celebration.

The UK Advertising programme was supported by Bauer Media Outdoor UK, Pinterest Business, Sky Media UK, Mail Metro Media, Seedtag, Channel 4, Bauer Media Group, Marketreach, UKAEG, along with the Department for Business and Trade. 

The Advertising Association was also UK representatives for Cannes Lions, supporting 31 Jurors from the UK, including 3 Jury Presidents, and 12 Young Lions competing in the global competition, which saw shortlists in the marketers and digital categories.