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| Author | Zoe Aresti |
The Advertising Association has launched a campaign, called "A Great Advert For Britain", to protect the sector post-Brexit by championing access to global talent and to celebrate the immense contribution of international talent to the UK.
Created in collaboration with agency adam&eveDDB, the campaign is based on photo portraits of individuals from overseas working in advertising, including Digital Cinema Media's (DCM) Business Director, Michael Pollard, with a message that they are ‘A Great Advert for Britain’. The ads will appear on posters, online display advertising and in the press, in media space donated by media owners in support of the campaign.
In partnership with LinkedIn, the report gives detailed insights into how international talent plays a pivotal role in the UK’s creative success – but also that the UK is a key source of talent for other advertising hubs worldwide.
The proportion of the current advertising and marketing workforce in London that has migrated here from abroad in the last 12 months is three times higher than the corresponding figure in New York; and also higher than in Paris and Amsterdam. More than a third of this talent comes from within the EU, with many others arriving from the United States and Australia.
Unsurprisingly, London is a hub for advertising and marketing talent - in fact 6% of LinkedIn members in the London area work in the industry. However despite London’s global reputation for advertising, more than half (57%) of the industry’s UK workforce is based outside of the capital. Manchester is the largest of the city hubs.
The UK also supplies a huge amount of talent to other international advertising hubs. The UK is the number one source of international advertising and marketing talent in New York, Paris and Amsterdam and has provided more than a third of recent migrants to Sydney’s advertising sector.
Stephen Woodford, CEO of the Advertising Association said: “Our new report, informed by LinkedIn‟s powerful dataset, highlights immigration as the most important area for Government support to maintain the UK‟s position as the world‟s leading global advertising hub and drive growth domestically. Our new campaign, „A Great Advert for Britain‟, brings this important issue to life. We have been working closely with the relevant Government departments on measures to safeguard and promote UK advertising internationally, as well as stimulate further growth in the regions among SMEs. We will continue to make the case to Government for funding and support in these areas.”
Watch the campaign film below and find out more about the campaign here.
A Great Advert for Britain: London - A global hub for advertising talent from Advertising Association on Vimeo.