In a bold move to position the United Kingdom as the global leader in creative services, the government has laid out an expansive plan to unlock the full potential of the marketing and advertising industry.
Announced on 23 June by the Department for Culture, Media and Sport (DCMS), the Creative Industries Sector Plan outlines a 10-year strategy to nearly double investment in the creative sector – from £17 billion to £31 billion by 2035.
Describing the UK advertising sector as the most digitally mature in Western Europe, the government is setting its sights on making the UK the “best place in the world to produce advertising.”
Key to this mission is harnessing the power of digital innovation, supporting small and medium-sized agencies to explore international markets, and fostering growth in regional creative hubs like Manchester, Leeds, Glasgow and Bristol.
Exporting Creativity: Unlocking Global Potential
The UK is currently the second-largest exporter of advertising and marketing services in the world, trailing only behind the United States.
Yet, data from the Advertising Association reveals that only a third of UK advertising agencies currently export their services. With exports hitting £18bn in 2023, there is substantial room to grow.
To capitalise on this, the DCMS plans to expand the government’s flagship ‘GREAT’ campaign in 2025. This expansion aims to raise the profile of UK advertising and adtech globally, ensuring Britain remains among the top contenders for international recognition, including prestigious Cannes Lions awards.
To further this export drive, the government will also introduce accelerator programmes for adtech businesses, upskilling founders in international expansion and linking them with investors.
The focus is clear: build export-ready companies that can shine on the world stage.
Growing Trust in a Digital Age
While digital marketing remains the driving force of sector growth, the government acknowledges the growing complexity and opacity of the online ecosystem. Issues such as transparency, online safety, and consumer trust are increasingly under the spotlight.
To address these concerns, DCMS will work in tandem with the Online Advertising Taskforce to develop and promote best practices.
The taskforce, which brings together government and industry, has already made promising strides – according to its December 2024 report – in tackling illegal advertising harms and enhancing protections for children online.
Supporting Smaller Agencies and Public Sector Access
Another priority is helping smaller ad agencies navigate the often convoluted processes of securing public sector advertising contracts. Through a forthcoming consultation, the government aims to simplify and clarify the Crown Commercial Service and Local Authority procurement process.
This initiative seeks to open up public sector work to a broader range of agencies, levelling the playing field and ensuring talent and innovation aren’t stifled by red tape.
Revamping Skills to Meet Future Demands
To sustain long-term growth, the government is turning its attention to the creative industries’ skills pipeline. A forthcoming post-16 education and skills strategy will redefine how the education system supports creative careers.
Central to this will be revised apprenticeships and short courses, designed to be more flexible and tailored to real industry needs – particularly in high-growth areas like digital and artificial intelligence. These programmes will be backed by funding from the Growth and Skills Levy (formerly the Apprenticeship Levy).
Funding, Freelancers and Future Councils
Backing the growth strategy is a significant funding uplift, with new money funnelled through the British Business Bank and UK Research and Innovation.
The DCMS also plans to appoint a dedicated Creative Freelance Champion – a new role that will advocate for the rights and development of the UK’s thousands of creative freelancers.
In parallel, the Creative Industries Council is being relaunched as a central forum for government, business leaders, and industry bodies to collaborate, strategise and track progress.
A Sector at the Heart of Britain’s Growth Story
The government’s ambition is underpinned by hard numbers. According to Enders Analysis, the creative industries already contribute £109bn in indirect gross value added (GVA) to the UK economy.
For the Secretary of State for Culture, Media and Sport, this is just the beginning. Every corner of this country will flourish, highlighting that regional empowerment is as central as global dominance in the new plan.
The CEO of Creative UK hailed the announcement as a landmark moment. This plan reflects the economic and cultural power of the sector – and the vital role we play in driving innovation, exports and opportunity across all regions of the UK.
Similarly, the IPA’s director of legal and public affairs applauded the clear commitment to increasing funding and opportunity across the industry, as outlined in the government’s Spending Review.
Conclusion: A Decade of Determination and Growth
With its eyes set firmly on 2035, the UK government’s new sector plan is more than a policy paper – it’s a strategic call to action.
Through enhanced exports, streamlined procurement, digital upskilling, and sustained investment, the UK hopes to cement its position as a global powerhouse for creative innovation.
By fostering talent, empowering freelancers, simplifying access to funding, and championing transparency in the digital space, the government is laying the groundwork for the next generation of marketing and advertising excellence – at home and on the world stage.
