Promote UK, chaired by Janet Hull, IPA director of marketing strategy, will support the Government’s Industrial Strategy and work directly with DIT to ensure UK advertising takes a central place in the GREAT campaign.

Its aim is to raise awareness, and build the reputation, of UK advertising; target influencers and decision-makers for in-depth engagement; and ensure marketing services are included in DIT Foreign Direct Investment pitch presentations across all sectors of the economy.

Promote UK will showcase the full breadth of the advertising and marketing sector so as well as creative and media agencies it will include market research, production and post-production, digital and direct marketing.

More than 30 organisations are participating including the MRS and the DMA along with agencies such as System 1 Group, adam&eveDDB, Grey,  Karmarama, Kinetic, Kingston Smith, Mindshare, Ogilvy and Y&R. 

Promote UK will work with DIT’s team, led by Jamila Saidi, director GREAT International Trade Campaign, and DIT’s first advertising sector specialist, David Moody, to feed into DIT’s network of more than 160 embassies, high commissions and consulates in over 100 countries.

Hull said: “We want buyers to feel that, unless they choose a British company, they have not quite bought the best there is. This emotional connection will help to underpin rational selection processes. By co-ordinating efforts across the sector and partnering with government, and embassies around the world, we will expend our collective reach at a critical time when the UK needs to be even more visible on the world stage.”