The UK advertising industry will return to Cannes Lions this year with a government-backed trade mission to strengthen the UK’s global position in advertising by boosting creative exports.
It will be the fifth year that the UK advertising trade mission will be at Cannes. The initiative is curated by the UK Advertising Exports Group (UKAEG) and brings together UK media companies looking to accelerate global growth.
The mission will be led by the Advertising Association (AA), which serves as the official UK representative at the Cannes Lions International Festival of Creativity. Partners include Bauer Media (including the newly renamed Bauer Media Outdoor), Channel 4, Department for Business and Trade, Mail Metro Media, Marketreach, Pinterest, Seedtag and Sky Media.
“The UK’s advertising exports were worth nearly £18bn in 2024, demonstrating how the demand for UK advertising has never been greater,” commented AA CEO Stephen Woodford. “As we head to Cannes Lions, we are ready to showcase the UK’s creative and technological expertise to the world, building on last year’s success with the UK in the top three most-awarded nations.”
Previous missions have resulted in new-business wins and further trade missions to markets including Saudi Arabia.
Julian Douglas, chair of UKAEG and group CEO of VCCP, called Cannes Lions a “global stage” and “a chance for UK advertising to show up loud and proud as one of the top three exporters on the planet”.
He added: “It’s where our groundbreaking creativity, world-class innovation and proven commercial impact earn the global recognition they deserve. More than just awards, Cannes is where UK creative companies spark international growth and forge powerful new connections.”
Among the events hosted by the delegation will include invite-only roundtables with senior leaders from international markets like the US, China and Saudi Arabia, among other thought-leadership panels on La Croisette.
There will also be a UK advertising dinner on Carlton Beach, with music and presenting provided by Hits Radio Throwback presenter and former Pussycat Dolls member Kimberly Wyatt and comedian Kiell Smith-Bynoe.
