UK-based cross-border marketing agency Comms8 has formed a strategic partnership with the UK Advertising Export Group (UKAEG) to help British advertising services gain a stronger foothold across the Greater China region. This alliance responds directly to a growing trend of Chinese brands extending their reach into international markets and underscores British advertising’s potential to guide these firms as they navigate new cultural, consumer, and regulatory landscapes.
Meeting the Demand for Global Expansion
As China’s domestic market matures and local competition intensifies, many Chinese companies are looking beyond their borders for fresh growth opportunities. Although only 10.3% of total revenues for companies in the CSI 300 Index currently originate outside China, this figure is poised to rise as Chinese businesses increase their overseas footprints.
Brands like Mindray Bio-Medical Electronics, which serves over 190 countries and sources nearly 40% of its revenue from abroad, exemplify the new wave of cross-border ambition.
Leading home appliance brands, including Haier and Midea, helped lift total Chinese home appliance exports to RMB 617.42 billion (USD 84.94 billion), up 9.9% year-on-year, by promoting more intelligent, higher-end products overseas. Meanwhile, cross-border e-commerce surged by 15.6% to RMB 2.38 trillion (USD 327.45 billion) as platforms such as AliExpress and Temu optimised supply chains and drove significant revenue gains across international markets.
By partnering with UKAEG — a government-backed initiative dedicated to helping UK advertising agencies export their services — Comms8 aims to ensure British expertise guides these outbound efforts. With UK advertising exports surging 32.5% to £15 billion (USD 19.09 billion) in 2021, British agencies have shown they can help Chinese brands engage with diverse international audiences, harness cultural insights, and navigate complex media landscapes.
Cross-Border Expertise and Cultural Fluency
For decades, Comms8 has specialised in bridging East and West, delivering integrated marketing solutions that combine strategic thinking, cultural sensitivity, and technological innovation. This new partnership highlights the UK’s reputation as a trusted global advertising hub — famed for its creativity, sustainable approaches, and sophisticated data capabilities.
Comms8’s track record speaks for itself. Its “Weather Kids” climate change campaign, developed with ICCO and UNDP, earned recognition at Cannes Lions for its creative storytelling and global relevance. The agency’s proprietary SaaS platform, InfluenConnect, recently won Gold at the Mediaspace Global Changemakers’ Awards 2024, demonstrating its ability to leverage influencer marketing and cutting-edge analytics to boost international brand visibility.
Industry Endorsement and Thought Leadership
Carol Chan, Managing Director at Comms8, said:
“By teaming up with UKAEG, we are to empower companies in the Greater China region to collaborate with Britain’s creative talent as they grow globally. Our role is to ensure strategic thinking, cultural awareness, and practical know-how blend seamlessly, creating lasting international connections and reinforcing British advertising’s position as a go-to resource.”
Aisling Conlon, International Trade Director for UK Advertising at the Advertising Association, added:
“Chinese brands venturing abroad need localised insight, compelling narratives, and digital fluency. Comms8’s proven understanding of Greater China’s unique market dynamics ensures that our message resonates, helping both British agencies and Chinese brands thrive in new cultural contexts.”
Showcasing UK Expertise at the UK-China Brand and Business Forum
This partnership took centre stage at the UK-China Brand and Business Forum, jointly organised by UKAEG, the China Advertising Association (CAA), and the UK Department for Business and Trade (DBT). Prominent Chinese brands like Haier and Yili joined leading advertisers and media platforms to explore how UK advertising expertise could illuminate new opportunities and foster high-quality partnerships.
At the forum, Carol Chan chaired a roundtable featuring Stephen Woodford (CEO, Advertising Association), Paul Bainsfair (Director General, Institute of Practitioners in Advertising), and Steve Davies (Chief Executive, Advertising Producers Association). Together, they highlighted the UK industry’s strengths in creative effectiveness, technological support, international market reach, and a deep professional talent pool.
A Framework for Future Growth
As Chinese companies deepen their investments abroad, they seek strategic partners who can bridge cultural divides and share international expertise. British advertising agencies, supported by UKAEG and working alongside Comms8, aim to foster productive knowledge exchanges that benefit all parties. Through cross-border forums, including the China-Brand Forum, and the Shanghai International Advertising Festival (SHIAF), these collaborations encourage mutual learning, cultural understanding, and the adoption of best practices — ultimately strengthening ties and elevating creative standards across global markets.
By solidifying a mutually beneficial partnership, Comms8 and UKAEG are charting a course for sustainable international success. In doing so, they are not only bolstering British advertising’s global reputation but also empowering Chinese brands to connect meaningfully with consumers worldwide.
Comms8 is a leading cross-border marketing agency specialising in public relations, influencer marketing, and digital communications. With offices in London, Hong Kong, and Tokyo, Comms8 helps clients navigate complex global markets and achieve their business objectives.
The UKAEG is a dedicated industry body focused on promoting and supporting the UK's advertising, marketing, and media services sector internationally. By fostering collaboration between businesses and government, UKAEG aims to enhance the UK's global reputation as a leading creative hub.
A powerful SaaS platform that empowers brands to unlock the full potential of influencer marketing. With its advanced search and filtering capabilities, intuitive campaign management tools, and robust analytics dashboard, InfluenConnect helps brands achieve measurable results.
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