The ad industry has welcomed the pledge by Prime Minister Theresa May to maintain close relations with Europe even as she fired the starting gun on Brexit by triggering Article 50.
In a statement in the Commons this afternoon (29 March), May claimed leaving the EU presents the UK with a “unique opportunity to build a better future”, with the UK aiming to emerge from negotiations as a “stronger, fairer and more outward-looking than ever before”.
“We are leaving the European Union, but we are not leaving Europe and we want to remain committed partners and allies to our friends across the continent,” explains May in the letter sent to the EU that will start formal negotiations.
The majority of those working in the ad industry voted to remain in the EU. And access to the EU market and its workforce remains top of the priority list. May covered this in her statement, saying the aim is make the UK a “magnet for talent”, although how that will be achieved is unclear, with the letter light on detail.
However, the Advertising Association (AA) has laid out four key areas it will be speaking with the Government about to ensure the ad industry gets a good deal from Brexit. These are:
1. Keeping London as a global and European hub, attracting global talent with a workable and effective EU and global immigration policy.
2. Ensuring EU market access and opening up new global markets.
3. Preventing new market barriers emerging (if there’s no deal).
4. Keeping consistency with EU laws.
AA CEO Stephen Woodford says: “Our priority is that UK advertising remains open to the global talent that drives our first class output. Advertising can play a pivotal role in selling the UK to the world as we move into Brexit negotiations and beyond, and we’ll be pushing Government to support that potential in its upcoming industrial strategy.”
However, Paul Bainsfair, director general at the IPA, points out that even with Article 50 now triggered and the contents of the letter revealed, “at this stage no one really knows what lies ahead” but that the IPA will be working with the AA to “coordinate the ad industry’s asks and priorities in the Brexit negotiations.
The Creative Industries Federation has also pledged to work across the creative industries to “help secure the best possible outcome
Nevertheless, the ad and creative industries are just one sector demanding the Government listen to their concerns and demands.