No chance of a jolly: UK trade mission sets sights on Cannes
A new partnership between the ad industry and the Department for International Trade is heading to Cannes with the message that the UK is open for business post-Brexit.
The working group, whose members include the Advertising Association, Clear Channel UK, Channel 4, Framestore, London & Partners, M&C Saatchi and Newsworks, will be showcasing the best of UK advertising’s presence under the banner of ‘Creativity Is GREAT’ to support growth of UK exports of advertising services.
The news comes as Mediatel was told that the media and creative industries were seeing talent lured away from the UK as Brexit uncertainty continues.
The UK’s media and advertising sectors are also facing “serious” competition from other European countries eager to become new hubs for top creative talent – a crown the UK has long held and is world-renowned for.
The new campaign, which has received “significant” funding from all parties, includes two trade missions, the first run by London & Partners supporting 20 high growth London-based adtech and martech businesses and the second by the IPA who will be bringing a further 20 advertising agency SMEs.
As part of the mission, and for the first time, UK advertising will host an activation space in the Palais Piazza developed by M&C Saatchi and Framestore.
The ‘Creativity Is GREAT’ campaign will also be supported by Newsworks which will be reporting on UK advertising’s participation at the festival.
The activity will also provide networking spaces for UK advertising companies in Le Jardin de Clear Channel and the Little Black Book beach, as well as further pop-up activities at venues including the Channel 4 Villa. Special events will take place working with delegates from other territories around the world including China and South Korea.
“This campaign presenting the very best of UK advertising at Cannes Lions this summer is our opportunity to showcase our strengths to the rest of the world,” said James Murphy, ‘export champion’ for the Advertising Association and Founder, adam&eveDDB.
“It is brilliant to have the backing of DIT and to play our part in promoting the UK creative industries to international buyers. We have a world-leading reputation to promote because our work is so effective. It has a unique mix of intelligence, instinct and innovation, the likes of which can be found nowhere else and is a real USP on the world stage.”
Conrad Bird, director of campaigns and marketing at the Department for International Trade, added: “DIT is a passionate advocate of the value of the UK’s creative offering, and a strong presence at Cannes Lions gives our most creative and cutting-edge companies the opportunity to show the world’s top influencers and buyers just how imaginative, innovative and inspiring Britain is.
“At Cannes Lions, CMOs and their advisers come to meet new people, understand new trends and new innovations and DIT will be here banging the drum for Britain.”
The campaign at Cannes Lions follows the industry’s first-ever Export Month which saw DIT-supported trade missions to the Shanghai International Advertising Festival, SXSW and Tokyo, as well as the launch at Advertising Week Europe of the first annual report tracking export performance.