London, 3 June 2026 – Exports of UK advertising services reached a new record high of £19.4bn in 2025, securing the UK’s position as the world’s second-largest advertising exporter. The new report, published today at UK House during SXSW London by the Advertising Association and UK think tank Credos, reveals 38% surplus year-on-year export growth, outpacing the UK service sector average. The United States remains the UK’s largest market, with exports reaching £5.5bn in 2025.
By combining ONS export analysis and international case studies, the report demonstrates how UK advertising operates as a strategic enabler of wider macroeconomic growth, helping brands and businesses compete globally through creativity, strategy, production, technology, and data-led communications.
A Blueprint for Sustained Global Growth
To maintain the sector’s momentum, the report outlines a three-year plan focused on deepening the UK’s commercial presence in priority global markets, including the US, Saudi Arabia and the Gulf, Africa, and Asia-Pacific.
The Advertising Association has set out five key recommendations to the UK Government to ensure the infrastructure matches the industry’s economic significance: ● Sector Recognition: Give advertising parity with screen and music in the government’s export support infrastructure.
● Engage Advertising: Actively signpost advertising and AdTech businesses to the government support that already exists.
● Talent Mobility: Extend talent mobility commitments to fit working in advertising. Strengthen the UK-US creative partnership.
● Export Enabler: Recognise advertising as an enabler of all other exports. ● Support Innovation: Make the existing innovation infrastructure accessible to advertising – close the CoSTAR and Innovate UK access gap.
Aisling Conlon, International Director for UK Advertising and the Advertising Association, said: “This report shows the immense scale of what UK advertising already delivers internationally, not only as an export sector in its own right, but as a driver of growth and commercial success for businesses across the wider economy. UK advertising does not need rescue. It needs recognition as one of the UK’s great global growth industries.”
Julian Douglas, Chair of the UK Advertising Export Group and Group CEO of VCCP, said: “Pound for pound, the UK is the most respected creative advertising market in the world. But reputation alone doesn’t win business – presence does. The agencies that grow internationally are the ones who show up consistently, build relationships and stay visible in market. The Advertising Association is building exactly that infrastructure, and this report makes the case for why Government needs to back it. it.”
Next Phase: Outernet Relaunch and Cannes Lions 2026
The launch of the Credos report marks the first phase of a coordinated international campaign designed to showcase UK creativity on the world stage.
● June 15 – The International Brand Relaunch: The Advertising Association, in partnership with Outernet and Cannes Lions, will host a major industry event at Outernet London. The event will officially launch a new international campaign and brand identity, marking the next phase of its growth programme, currently known as the UK Advertising Export Group. Minister Chris Bryant will join as guest speaker.
● June 22-26 – Cannes Lions Trade Mission: The activity will then shift directly to the Cannes Lions International Festival of Creativity. A government-backed business growth mission will showcase UK innovation, strengthen international buyer relationships, and support cross-border commercial opportunities for agencies, production companies, and AdTech businesses.
