rEASONS TO CHOOSE uk ADVERTISING
1. world-leading businesses and talent
By many global measures, the UK has one of the top-performing advertising sectors. UK adspend rose 5.1 per cent year-on-year to reach £5.6bn in Q3 2018, marking the 21st consecutive quarter of market growth and the industry’s strongest third quarter of the year since 2015. According to the Advertising Association/WARC Expenditure Report, the preliminary estimate for 2018 adspend is £23.5bn – meaning the industry will have grown 6 per cent year-on-year.(i)
Employment in advertising and marketing grew 28 per cent between 2011 and 2017, according to official data.(ii) Reflecting the success of advertising agencies such as adam&eveDDB and AMV BBDO, the UK is the number two country after the US, according to Warc which provides the leading international rankings of creative marketing.(iii).
The UK is also home to media agency networks of global scale and sophistication, such as MediaCom and PHD, and internationally acclaimed production companies such as Rattling Stick. The industry draws from a well-educated and diverse pool of talent. More than 60 per cent of the advertising and marketing industry's workforce is educated to at least degree level. The UK is a magnet for international talent, with about 12 per cent of employees born outside the UK. (ii)
2. Expertise in exports and GLOBAL BRANDING
According to a 2019 Advertising Association report, the UK ad industry exports £6.9 billion, an increase of 18 per cent on the figures for 2016. It also has the largest trade surplus in advertising services across Europe. In recent years, UK agencies have helped create effective global branding for the likes of HSBC, Samsung, Virgin Airlines, Hilton Hotels, Audi, Emirates, AUDI, Huawei, and Air New Zealand.
3. a blend of creativity AND effectiveness
The culture of UK advertising assigns a high value to delivering effectiveness through creativity. The country is home to the advertising world's most rigorous effectiveness competition - the IPA Effectiveness Awards - and has a tradition of developing qualifications and training to encourage knowledge about effectiveness to be shared and put into practice. When the Cannes Lions International Advertising Festival introduced an award for creative effectiveness, the UK provided the winner twice in the first three years of the prize.
4. At the forefront of technology & innovation
Competition between UK agencies to win and retain client business has shaped expectations that they must innovate to offer the right services in an ever-changing market. In mid 2018, the total UK digital advertising market was estimated to be worth £6.4bn, up 15 per cent year-on-year (vi). The UK is the continent's centre of mobile and app development, and a rapidly expanding hub for programmatic media trading and technologies such as virtual reality, the Internet of Things and artificial intelligence. (vi, vii) The UK Government has also published a strategy to make the UK the best place in the world to start and grow a digital business. (viii)
5. working Practices
The UK timezone - poised between East and West - makes it highly convenient for global organizations looking to co-ordinate efforts across teams. The UK's regulatory and business environment supports good business practices, a clearly-defined legal framework, a flexible labour market and responsible marketing whilst still encouraging creativity, innovation and entrepreneurialism.
(iv) AA Exports Report (Note: ONS produces different statistics for advertising services exports, see here)
(viii) DCMS announcement