Julian Douglas on BBC News
Julian Douglas, CEO of VCCP and the Chair of UKAEG (UK Advertising Export Group) was interviewed by Lukwesa Burak live on BBC News One this morning to discuss the UK’s rise in advertising exports while out at Cannes Lion.
Dougie discussed the impressive growth of UK advertising exports, now valued at 18 billion pounds, making the UK the second-largest global exporter behind the US. He attributed this success to the effectiveness and international reputation of UK advertising. Highlighting the importance of digital advertising, Dougie noted the UK's leadership in this sector with examples like Lionel Messi's campaign with VCCP. He also identified key markets, including the US, Germany, and France, while noting the increasing importance of exports to Asia.
Lukwesa: “Let's have a little chat about advertising, shall we? This week, the Cannes Lions International Festival of Creativity, the largest gathering of the advertising and creative communications industry, is taking place on the French Riviera. New figures released today from the UK Advertising Export Group show that the value of UK advertising exports stands at just over 18 billion pounds. That's a 15% increase year on year and four times higher than a decade ago”
“So what's behind this success? Earlier, I spoke to Julian Douglas, the chair of the UK Advertising Export Group, who joined me from Cannes. I asked him, "if the UK is the second-largest, who comes in top?”
Dougie: “First is the US, but the gap between us and the US is closing. 18 billion pounds is quite a fantastic, staggering figure for exports from our industry, four times UK music. But it's actually not that surprising and I think it's going to continue to grow because when the best brands in the world want to go to market, they need the best advertising, and the best advertising is in the UK.”
“If you look at Lionel Messi, the greatest of all time, he launched a new hydration drink last week, Más+, in the US. He turned to VCCP, a UK-founded company, to create his launch campaign. And where the GOAT leads, others will follow.”
Lukwesa: So who are the largest markets for the UK?
Dougie: “Our biggest market is the US, then Germany and France. Europe is still absolutely key, accounting for two-thirds of all exports, but we're also seeing Asia pick up as well.”
Lukwesa: “What is the secret to an unforgettable advert? I think back to the eighties; there was a lot of humour in the adverts, wasn't there? How have the adverts changed over time? And what's the secret? “
Dougie: “Well, some things are enduring and it's a great point you make there, that the best ads get into your memory and it becomes something that stays with you for decades. Lots of people remember adverts from when they were kids. It might be the music or the storyline, but advertising today is a broad umbrella. There's digital advertising, there are lots of experiences we create as well as commercials, and posters. The most important thing is to make an emotional connection with your audience.”
Lukwesa: “And who are the big hitters for the UK?”
Dougie: “We have a range of fantastic big hitters out here. We have seen all sorts of agencies along La Croisette here and we have a few to call out. Cadbury is consistently one of the best advertisers on a global level, a great British brand, and VCCP does the work for them. The campaign we did resulted in 261 million pounds in extra profit from the campaign. This shows why international companies buy UK advertising. We're famous for effectiveness, so people don't just like our advertising—it really works.”
Lukwesa: “Advertising is, of course, increasingly important online, isn't it?”
Dougie: “Absolutely - The majority of advertising spend now is digital in nature. We all spend our lives on our screens with mobile phones, so it's crucial that we're at the forefront of technology. The UK has the most advanced digital advertising market in the world.”
Lukwesa: “Well done, UK advertising sector, for reaching 18 billion pounds, can you imagine that.”