International comparisons of productivity in services are always difficult. The recently improved performance in UK service industries, such as retail banking and telecommunications, may well have closed these gaps. Since 1981, UK advertising agencies have ranked either first or second in the number of awards won at the Cannes International Advertising festival. The UK public relations industry has also grown spectacularly over the past ten years and is now the most highly developed in Europe. Consultancy disseminates global best practice.
Market research is the bridge between producer and client and also assists innovation.
Advertising helps to build strong brands. Text Block 3.13 Popular music remains a British success, and so is fine art and antiques. The UK accounted for over half of total OECD exports of antiques over 100 years old in 1992, drawing on a depth of expertise and a pool of secondary skills to facilitate dealing, security, financial services, and restoration. All these tradeable services derive support from the English language. Audio-visual products are not the clear success which our language and artistic talent seem to deserve.