Discover key insights and discussions from the UK-China Brand Leadership Roundtable held at the 2025 Cannes Lions International Festival of Creativity.

Introduction

The 2025 Cannes Lions International Festival of Creativity was a melting pot of innovative ideas and strategic discussions, with the UK-China Brand Leadership Roundtable standing out as a pivotal event. Hosted on June 17th at the UK House in Cannes, this global development roundtable brought together leading minds from both the UK and China to explore new avenues for brand internationalisation and collaborative growth in the ever-evolving advertising landscape.

Overview of the Roundtable

Co-hosted by the UK Advertising Exports Group (UKAEG) and the China Advertising Association (CAA), the roundtable titled “Building Global Bridges” aimed to foster collaboration between two of the world’s most dynamic advertising markets. Moderated by Carol Chan, Founder of UKAEG member agency Comms8 x InfluenConnect™, the event featured an influential mix of participants from government bodies, creative industries, and leading advertising organizations.

Key Participants

The event saw distinguished representatives including Zhao Jian, Deputy Secretary-General of the China Advertising Association; Ameeta Virk from the UK Department for Business and Trade; and Chen Zhongwei, Chairman of Heng Yuan Xiang Group, among others. This diverse panel facilitated rich, cross-cultural dialogues essential for effective global development.

Key Insights and Discussions

Brand Expansion and Cultural Connection

Amidst a multipolar global market, both UK and Chinese leaders emphasized that brand globalisation transcends mere commercial growth. It is now a strategic process rooted in cultural exchange and identity building. Zhao Jian highlighted the synergy between the UK and China, noting their open and diverse market environments that foster shared values and complementary brand philosophies.

Ameeta Virk underscored the UK’s robust creative capabilities and its strategic geographic positioning, which allow it to act as a bridge across continents. This has cemented the UK’s status as the second-largest exporter of advertising services globally, highlighting the nation’s significant role in international brand development.

Digital Innovation and AI in Branding

The integration of digital innovation and artificial intelligence (AI) into branding strategies was a focal point of the discussions. Andy Fan, CEO of RTBAsia, described AI as an “infrastructure-level” capability essential for modern advertising. The emphasis was on leveraging AI for verifiable data, cross-platform synergy, and enhanced ad viewability.

Zhu Zhang from Youyi Culture & Technology Group echoed this sentiment, advocating for AI to move beyond “content piling” towards understanding platform semantics and user preferences. This technological shift is pivotal for brands aiming to achieve cultural resonance and emotional storytelling on a global scale.

Cultural Co-Creation and Experiential Marketing

Genuine cultural resonance was deemed crucial for successful international branding. Gigi Riddle from Wonderhatch highlighted that “cultural translation” often outweighs mere language translation in establishing emotional connections with local markets. Chris Whittle of Experience12 emphasized the importance of immersive brand experiences in cultivating long-term customer loyalty, drawing from his work with global giants like Disney and Prime Video.

Long-term UK-China Collaboration

The roundtable concluded with a robust consensus on the importance of long-term, trust-based cooperation between UK and Chinese brands. Du Guigen, President of the Shanghai Advertising Association, noted Shanghai’s extensive ecosystem supporting over 860,000 advertising and creative enterprises. Aisling Conlon from UKAEG summarized the discussions by emphasizing that trust is the foundation upon which creativity can transcend borders, driving sustainable and mutual growth.

Ripple Marketing’s Role in Global Development

As a leading consultancy, Ripple Marketing Ltd. plays a pivotal role in facilitating the kind of global development roundtable discussions seen at Cannes Lions 2025. With its proven four-phase methodology—Assess, Adapt, Activate, Amplify—Ripple Marketing supports brands in navigating the complexities of entering the Chinese and UK markets.

The Ripple Framework™

Ripple Marketing’s unique approach ensures that brands can minimize risks while maximizing opportunities through cultural fluency and authentic engagement. The Ripple Dashboard offers real-time performance tracking, providing clients with clear visibility into their investments and strategic decisions.

Enhancing Cross-Border Success

By leveraging a bicultural team and deep local networks, Ripple Marketing ensures that brand messages resonate effectively with target audiences. Their emphasis on data-driven insights and customizable service bundles aligns perfectly with the themes of digital innovation and cultural connectivity discussed at the roundtable.

Conclusion

The UK-China Brand Leadership Roundtable at Cannes Lions 2025 marked a significant milestone in global brand development, highlighting the importance of cultural connection, digital innovation, and long-term collaboration. As brands continue to expand across borders, the insights and strategies discussed pave the way for higher-quality growth and sustained international success.

Are you ready to elevate your brand on the global stage? Discover how Ripple Marketing can bridge your brand to the UK and Chinese markets today!