In her role as International Trade Director at the Advertising Association, Aisling Conlon has a unique perspective on the global growth of UK advertising. From South by Southwest to Saudi Arabia, she’s been leading trade missions that showcase the best of British creativity and innovation.
For New Digital Age readers, whether you’re running a digital agency, heading up commercial strategy at a media brand, or running a pioneering adtech company, understanding Aisling’s work could be the first step to elevating your company’s voice on the international stage. As global opportunity increasingly shapes the future of UK advertising, connecting with the work of the UK Advertising Exports Group offers a real route to growth, visibility and influence abroad. There are tangible ways to get involved, and her mission is a powerful one: to make sure that UK advertising’s world-class reputation is backed up by strong business wins around the globe.
In this conversation with New Digital Age Editor Justin Pearse, Aisling shares her mission, her observations, and her advice for businesses looking to grow internationally.
What exactly does your role involve and how did it come about?
My official title is International Trade Director at the Advertising Association. The role itself was created after after our trading relationship with the EU changed, when the industry realised it needed a dedicated person to represent UK advertising on the global stage. It came out of collaboration between the AA, IPA and APA, and it was driven by research from Credos, our think tank, which showed a huge surge in global demand for UK advertising, starting around the time of the 2012 Olympics.
From there, I began working on trade missions, first from within the IPA, and then more formally in this role. One of the first big moments was at Cannes Lions in 2019 when we launched ‘The Brits Are Coming’ campaign in partnership with the GREAT campaign and the Department for Business and Trade. That really marked the beginning of our push to reassert UK advertising’s global presence.
How do you make sure the government understands the advertising industry, especially with tech innovation moving so fast?
There’s definitely a gap in language between government and industry. Terms like ‘exports’ are widely used in government but less so within advertising, where we just talk about international business. A big part of my job is acting as that translator between the two worlds.
That said, I think the government is really starting to understand the importance of advertising within the wider tech and innovation ecosystem. Whether it’s the AI summit held under the previous government or the work Labour is now continuing, there’s real recognition of the value advertising brings to the UK economy.
The Advertising Association has been doing a lot of work behind the scenes to make sure advertising is part of those conversations, through our research, our committees and direct engagement with various departments.
If you’re a digital agency founder or senior leader at an adech company, how can you get involved?
Honestly, I’d love for the entire industry to get involved. UKAEG is open to any UK advertising and marketing services company looking to grow internationally, no matter your size or specialty. We bring people together through curated trade missions, networking events, and thought leadership opportunities on some of the biggest global stages.
It’s also about being part of a community that’s serious about growing their business globally. You hear what’s happening in other markets, help shape what UKAEG does next, and benefit from our strong relationship with the Department for Business and Trade.
What does success look like for these trade missions? Can you share an example?
While I can’t name names due to confidentiality agreements, I can share the structure of what works. At Cannes Lions, for instance, we hold curated roundtables with no more than 12 attendees. These aren’t about flashy presentations, they’re about meaningful conversations. One of our production company members started a new business relationship with a Saudi contact they met at one of these sessions. That single event also helped us unlock the entire Saudi market for future missions.
We’ve learned that success isn’t always immediate. New business often comes 12 to 24 months after the initial contact. But the groundwork is essential and we’re very strategic about how we plan and follow up on these events.
Do you support companies with larger macro issues, like navigating tariffs or regulation?
It’s still quite new for us but we’re beginning to engage more on those issues. While it’s not directly my remit, I work closely with the Department for Business and Trade, and we’re regularly briefed by civil servants in key international markets, especially the US.
We feed all of this back to members through our UK Advertising Export Group Leadership Board.
The US remains our biggest market, and it’s vital that we stay ahead of any changes that might impact UK companies there. We may not be able to solve every issue, but we certainly aim to prepare the industry as much as possible.
What’s your biggest piece of advice for companies looking to expand internationally?
Don’t assume what works in the UK will work abroad. Every market is different. For the US, for example, networking is direct and transactional. Americans aren’t interested in chatting about the weather — they want to know if your company is a fit, and if not, who is.
In markets like Saudi Arabia, the expectation is the opposite. You must be there in person. Business is built on trust and personal relationships. One trip is rarely enough. It’s about showing up, listening, and learning.
So my advice is: do your research, pick your market carefully, and travel. Don’t go all-in on your first mission — come with us, observe, learn, and then decide how to show up next time. We’re here to help with that journey.
