China – UK-based cross-border marketing agency Comms8 has partnered with the UK Advertising Export Group (UKAEG) to bolster the presence of British advertising services in the Greater China region, leveraging its expertise to connect UK creativity with China’s growing demand for global market insights.
The Comms8-UKAEG partnership taps into the growing trend of Chinese brands expanding globally, aiming to leverage British advertising expertise to help these firms navigate complex cultural, consumer, and regulatory landscapes. With UK advertising exports rising 32.5% to £15 billion in 2021, British agencies have proven their ability to engage international audiences, harness cultural insights, and navigate diverse media environments.
For decades, Comms8 has specialised in bridging East and West, offering integrated marketing solutions that blend strategic insight, cultural sensitivity, and technological innovation. Its proven track record includes the award-winning “Weather Kids” climate change campaign, developed with ICCO and UNDP, which garnered recognition at Cannes Lions for its creative storytelling and global impact.
Additionally, the agency’s proprietary SaaS platform, InfluenConnect, recently won an award, showcasing its ability to harness influencer marketing and advanced analytics to enhance international brand visibility.
Through this partnership, Comms8 and UKAEG aim to reinforce the UK’s reputation as a trusted global advertising hub, known for its creativity, sustainable practices, and advanced data capabilities.
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.”
This partnership was highlighted at the UK-China Brand and Business Forum, co-organised by UKAEG, the China Advertising Association (CAA), and the UK Department for Business and Trade (DBT).