AdvertisingPays4 Export value and global impact .pdf

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Advertising
Pays 4:
Export value
and global
impact.

Produced by:

2

Sport

Advertising Pays 4:
Export value and
global impact.

Advertising Pays 4

3

Contents
Introduction by James Murphy, Founder and CEO of adam&eveDDB
and Chairman of the Advertising Association

5

Foreword by The Rt Hon Sajid Javid MP,
Secretary of State for Business, Innovation and Skills
and President of the Board of Trade

6

Five key facts

7

Export value and global impact of UK advertising

8

Executive summary

10



1 Exporting advertising services

12



2 Creative leadership

26



3 Global talent hub

40



4 Inspiring social change worldwide

54



5 Fostering global standards in self-regulation

60

Bibliography

4

Contents

66

Introduction
James Murphy,
Founder and CEO of adam&eveDDB and
Chairman of the Advertising Association
The idea that advertising
contributes significantly to the
UK’s balance of trade may seem
an odd one. How do you export
an ad? But in fact, our advertising
sector – not only creative and
media agencies, but associated
all-channel production houses,
digital design companies,
consultancy and market research
providers, and a host of other
businesses large and small,
metropolitan and regional –
has a reputation for excellence
that attracts clients from all over
the world.

It attracts talent, too. London has
a uniquely international advertising
community, serving advertisers
and media owners who centralise
their regional or global operations
here, and bring their skills and
spending power.
The UK’s reputation for quality in
all forms of advertising service is
valuable not only in hard cash, with
exports valued at over £4.1 billion,
but in terms of ‘soft power’, too. Our
agencies’ award-winning creativity
is admired and echoed around
the world, while our governmentsponsored advertising for behavioural
change, and our self-regulatory
system, are both models that have
inspired adoption in other countries.

Fiercely competitive, entrepreneurial
and innovative by nature, UK
advertising punches well above its
domestic weight on the world stage.
To sustain that edge, we need to stay
open to the world: open, that is, to the
stream of talented people we need
to thrive as a global hub, and open to
trade our professional services freely
across borders.
We have a special competitive
strength as a country in a growing,
influential and valuable business
sector; let’s keep it that way.
James Murphy

Advertising Pays 4

5

Foreword
The Rt Hon Sajid Javid MP,
Secretary of State for Business, Innovation and
Skills and President of the Board of Trade
American showman PT Barnum
may have been a controversial
figure, but he certainly knew a
thing or two about marketing.
So it’s hard to argue with his
famous mantra that “Without
promotion something terrible
happens... nothing.”

It turns innovative ideas into
blockbusting businesses. It funds
everything from traditional newspapers
to high-end television to online social
networks. And it’s a massive business
in and of itself, a mainstay of Britain’s
21st-century economy.
As this report sets out, the UK is the
most important centre for advertising
in Europe, and vies with the USA for
global industry leadership. Britain’s
creatives are admired around the
world and have produced some of
the most recognised and innovative
advertisements of recent years.

Global brands come to Great Britain to
secure the best marketing campaigns,
and British brands gain a global
market through the strength of our
advertising talent. The UK advertising
industry is also highly entrepreneurial,
with a very high level of start-up
companies. According to this report, it
all adds up to exports worth £4.1 billion
per year – a significant contribution to
our economic growth.
125 years after Barnum’s death,
promotion is just as important as
ever. But today’s advertisers have
more channels, more choices, and
more opportunities than ever before.
And without them, Britain’s business
landscape would be a much less
prosperous – and interesting – place.
Sajid Javid MP

6

Foreword

Five key facts
Annual UK exports of advertising
services are worth £4.1 billion
The UK’s balance of payments
surplus for advertising is the biggest
in Europe – £1.6 billion

Advertising export growth

outstrips the wider economy and the
creative industries

35% of the top 20 UK ad agencies’
total revenue is generated by
overseas business – almost

£300 million

Since 2005 the UK has won
more Cannes Lions than
any other European country

Advertising Pays 4

7

Export value and global impact
£300 million
generated
by the top 20 UK ad
agencies alone from
overseas business

n
r
u
et

Increases
inward
investment

Annual UK ex
advertising serv

£4

UK advertising attracts the

best talent
from around the

world

r

billio

“The number one reason
clients give for choosing a
London agency is that this
city is a magnet for
global talent”

‘‘
8

Tom Knox

Chairman of MullenLowe
London

The UK continues to enjoy a reputation
for quality, creativity and innovation in
what is today a globalised industry”

Export value and global impact

Sir Martin Sorrell

of UK advertising

Boosts the

international
success

Creative leadership
The UK has won
more Cannes Lions
than any other
European country

of UK brands

4.1

on

£1.6 billion
Fostering global
standards of

selfregulation

the UK’s balance of payments
surplus for advertising is
Europe’s biggest

port
ex

xports of
vices worth

UK ads have inspired

social change
worldwide

Advertising Pays 4

9


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