Adrian J Cotterill, Editor-in-Chief
The Advertising Association’s UK Advertising Export Group (UKAEG) will lead two high-profile trade missions this autumn, bringing UK advertising expertise directly to international markets.
Aisling Conlon, International Director of UK Advertising, told us “These trade missions demonstrate the strength and global relevance of the UK advertising industry. By connecting UK companies with senior decision-makers and creative leaders in the US and Saudi Arabia, we are not only promoting our expertise abroad but also driving tangible commercial opportunities for our members.”
The missions will take place in the United States during Advertising Week New York (9-11 October) and in Saudi Arabia for the Athar Festival (19-22 October) to showcase the UK’s creative capabilities while fostering commercial opportunities and industry collaboration. Registration for the trade missions is open until 2 October.
The US is the largest market for UK advertising exports, with exports growing from £1.6bn in 2019 to £3.9bn in 2024, a 150% increase. Saudi Arabia, meanwhile, represents one of the fastest-growing advertising markets in the Middle East. UK advertising exports there have risen from £104m in 2019 to £419m in 2024, an increase of 303%. Both markets have shown clear upward trajectories since 2021, underlining a growing demand for UK advertising services.
Jason Foo, CEO & Founder of BBD Perfect Storm, and UKAEG Leadership board member reflected on last year’s mission to Saudi Arabia, “Without any doubt, the trip to Saudi Arabia as a UKAEG member was the most connected, most collaborative and most community-making that I’ve ever experienced. You were a part of something that’s breaking new ground. It’s incredible how we all came together and have gone from competitors to collaborators.”
- Advertising Week New York will take place on 9–11 October 2025, where UKAEG will host its delegation of UK advertising companies. The programme includes curated roundtables connecting UK delegates with US industry peers and access to industry panels, workshops, and networking lunches designed to provide market insights and business development opportunities. There will also be a VIP Advertising Leadership Reception at the British Residence in New York on Tuesday 7 October at 5PM, providing an exclusive opportunity for networking with senior decision-makers and potential clients. The reception is being held in partnership with Alan Gogbashian, His Majesty’s Deputy Trade Commissioner for North America, alongside UK Advertising (UKAEG) and Advertising Week NYC.
- Following the commercial success of last year’s trade mission, UKAEG returns to Riyadh, Saudi Arabia, for the Athar Festival on 19–22 October 2025 for a major gathering of brands, agencies, and leaders in the region. The mission will provide a platform for UK companies to build on momentum and strengthen ties with regional partners. Highlights include a pre-event dinner and curated meetings with Saudi brands and agencies, participation in the Athar Festival with a 50% discounted pass for delegates and a VIP Advertising Leadership Reception at the British Embassy which will offer delegates the opportunity to raise their profile and engage with regional industry leaders.
Companies interested in getting involved in the trade missions should get in touch with Aisling.Conlon@adassoc.org.uk
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