UK Advertising’s New Leadership Board to Drive Global Growth, Starting with SXSW Austin

The UK Advertising Exports Group (UKAEG) has established a new Leadership Board to drive international growth and cement the UK’s position as a global advertising leader. This follows its biggest year yet in 2024, marked by expanded membership, trade missions, and global partnerships supporting UK advertising & marketing services businesses worldwide.

As UKAEG marks its fifth year this March, the newly formed Leadership Board – led by Julian Douglas, International CEO of VCCP and UKAEG chair, and Aisling Conlon, International Trade Director for UK Advertising – will shape its future direction. The group has rapidly expanded over the past four years, leading delegations to SXSW Austin, Cannes Lions, Advertising Week NYC, and the Shanghai International Advertising Festival, while also establishing new partnerships, including with Athar Festival in Saudi Arabia. Senior executives joining the board include Tom Tootal (Bandstand), Jason Foo (BBD Perfect Storm), Thomas Walters (Billion Dollar Boy), Steph Bruning (Framestore), Max Clark (Shoot to Kill Studios), Tom Trevelyan (Neverland),and Beth Johnson (Umbrella), bringing a wealth of leadership expertise to UKAEG’s mission. 

Julian Douglas, International CEO VCCP and UKAEG Chair, said, "As UKAEG marks its fifth year, we are establishing a Leadership Board to accelerate our global growth and expand opportunities for UK advertising worldwide. 2024 was our biggest year yet, and as we head into SXSW 2025 with an ambitious programme, our focus remains on scaling our industry’s impact. We are the only country with a dedicated leader driving this mission through the UK Advertising Exports Group, championing our industry’s global success, and that speaks volumes about the ambition of UK advertising. This new board will be instrumental in shaping the next phase of our international strategy as we look ahead to the next five years."

Business Benefits of Exporting 

UKAEG’s 2025 programme begins in March with its largest-ever delegation to SXSW Austin, where over 25 advertising and marketing services companies will attend to build on UK advertising’s success in the US. The UK exported £2.9bn in advertising services to the US in 2023 – 20% of total UK advertising exports – underscoring the sector’s economic strength and global influence. 

Extensive SXSW Programme

At SXSW 2025, UKAEG’s programme will feature high-profile main stage talks, networking opportunities, and a UK House takeover on March 9, in partnership with the UK Government’s Department for Business and Trade. UKAEG members will take the stage under the UK Advertising banner, demonstrating how the industry unites on the world stage.

UKAEG is launching the first phase of its SXSW 2025 programme with the announcement of Triumph’s debut at the conference as the inaugural recipient of its Cultural Impact recognition, an honour that celebrates global brands making a lasting impact on culture through creativity, design, and innovation. Aisling Conlon, international director for UK Advertising, Advertising Association, said, “Triumph is more than a motorcycle brand—it’s a cultural force driven by passion, craftsmanship, and innovation. From the streets to the silver screen, its influence has shaped global culture for decades. We are proud to bring Triumph to SXSW for the first time, where they will be recognised on stage at UK House for their cultural impact and commitment to design and innovation, building a global community.” 

The SXSW 2025 lineup includes UKAEG members The Gate, HeyHuman, Small World, VCCP, GEEIQ, Umbrella, B-engaged, and Final Pixel, alongside global brands such as Hasbro, Triumph, University of Warwick, Cybr, Axios, Advertising Week, Houston Dynamos, BBC Studios, Premier League, and Austin FC.

UKAEG will also host a key event with the American Advertising Federation, focused on the upcoming decade of sport in the US and how UK advertising can contribute to delivering a world-class World Cup experience in 2026. This collaboration marks the first in a series of initiatives with the AAF, further reinforcing UKAEG’s commitment to international partnerships.

Further information about the UKAEG’s programme at SXSW can be found via their website. Later this year, UKAEG will lead business missions to Cannes Lions, Athar Festival, and Advertising Week NYC, with more initiatives currently in development. Companies interested in learning more about SXSW or joining UKAEG at global events this year should contact Aisling.Conlon@adassoc.org.uk, International Trade Director, Advertising Association.