IAB UK champions SMEs using digital advertising in Parliament

Last night, IAB UK headed to the Houses of Parliament to celebrate the winners of our Digital Advertising Champions campaign: a nationwide initiative shining a spotlight on SMEs using digital tools to reach customers, boost sales and thrive online. 

Hosted by Dame Caroline Dinenage MP, the reception brought together MPs, Peers, small business leaders and IAB members – including Meta, Reach, Tesco Media & Insight Platform and TikTok – to hear from the Champions themselves. Attendees included Sir John Whittingdale MP and Lord Clement-Jones both longstanding supporters of the industry. 

Dame Caroline opened the evening by reflecting on the unique perspective she brings to the debate: “I sometimes feel like an MP trapped in the body of a small business owner – or maybe it’s the other way around,” she joked. Having started her own business at 19, she spoke about the role platforms like Instagram can play in connecting with audiences and the importance of amplifying local business voices online. 

Congratulating this year’s Champions, she added: “The examples that Jon has brought here today are huge test cases for the enormous power that great advertising, great marketing and great creativity can have.” 

Our CEO Jon Mew also took to the stage to spotlight the contribution that small businesses make to the UK economy – and how digital advertising is helping them go further, faster. “Between them, our Digital Advertising Champions prove how digital advertising can deliver – providing an affordable and effective means of reaching the right people, in the right place, at the right time,” he said.

“Our goal is to make sure that more small businesses can unlock that potential and get the practical support they need to thrive. SMEs are the lifeblood of our communities and economy – and digital advertising has a vital role to play in helping them grow,” he said. “Our Champions prove what’s possible when small businesses have the right support, skills and tools to succeed online.”

The event also came in the same week that the Government published its Creative Industries Sector Vision, identifying digital advertising as a frontier sector central to innovation and growth – a message echoed in our campaign’s real-world examples. 

Meet our Digital Advertising Champions: 

• Spelthorne Borough Council 

• Town & Country Cars 

• MS3.Net 

• Gardenhouse 24 

• Ashburton Business Forum and Printing Planet 

• South East Water 

• Yankee Candle 

• Thatchers Cider Company Ltd 

• The Sole Supplier 

• PRESS Healthfoods 

• Perform 

• IPN - Pet 

• Elida Beauty