The IPA was honoured to be invited to lead a delegation to address delegates of the China International Advertising Festival (CIAF).
The British delegation had been invited to speak at the invitation of the China Advertising Association on key areas including media, connecting with consumers and the opportunities that exist for international firms to do business in Europe.
The UK is the world’s leading hub for advertising services, helping international businesses build successful brands. The latest figures for exports of British advertising services show they hit a new high of £5.8 billion and the UK’s balance of payments surplus for advertising is the biggest in Europe. Exports of advertising services have more than doubled in less than a decade and the UK wins more Cannes Lions advertising awards per capita than any other country, with over 1,500 won since 2005.
With this in mind, Richard Kelly (Chief Investment Officer, Mindshare UK) together with Janet Hull OBE (Director of Marketing Strategy, Institute of Practitioners in Advertising & Chair of the Promote UK initiative), shared their views on the media environment, consumers, and the commercial opportunities that lie in Western European markets for international businesses. As part of the wider festival they also spoke at the Belt and Road Advertising Congress on 27 September.
At the same congress, Matt Whelan (Chief Innovation Officer, The Specialist Works) spoke on a panel moderated by Mr. Tom Doctoroff (VP Thought Leadership & Strategy, IAA Global and Senior Partner & Chief Cultural Insights Officer, Prophet), on global new media and its developments and opportunities. Other panellists for this session included Mr Li Ya (CEO, Yidian Zixun), Ms. Cecilia Yau (Mainland China & Hong Kong Media Leader, PwC China) and Ms. Louise Au, Director of Shanghai Createc Advertising Company Limited.
In addition, UK business leader and CEO M&C Saatchi Asia, Richard Morewood, spoke at the CIAF International Creative Forum on 27 September about western approaches to creativity in Asia.
Positioned as a window for China’s advertising industry to exchange views with its global counterparts, the China International Advertising Festival is also an opportunity to highlight the Promote UK initiative, an industry group which aims to position the UK as the top global hub and centre of excellence for advertising to the global business community. CIAF is a combination of professional awards assessment, media exhibition, equipment exhibition, commercial communication as well as a summit and a forum. It is also an effective platform to learn the Chinese advertising market and therefore enhance the collaboration between China’s advertising players and their global counterparts.
Minister of State for the Department for International Trade, Baroness Fairhead, said:
“It’s fantastic to see UK advertising represented on major global platforms like the China International Advertising Festival. This is an industry in which the UK is truly a world leader and with exports from the sector now reaching £5.8bn, the opportunity for our firms abroad has never been greater.
“The demand for British services in markets like China is real and significant and the launch of our new Export Strategy will ensure that UK advertisers have the support they need to succeed overseas.”
Janet Hull OBE commented:
“It’s a real honour for me to be invited back for the fifth time to the China International Advertising Festival; and for the UK to be acknowledged as the expert for advertising in Western Europe at the Belt and Road Advertising Congress.”
“China presents huge opportunities for UK ad firms to share their expertise and knowledge, and to partner with businesses and agencies in the country. I am really looking forward to working alongside my fellow speakers and strengthening the deep links between China and the UK in the field of advertising.”