Political uncertainty affects UK marketing budgets

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According to the Q2 2019 IPA Bellwether report, UK marketing budgets are being put on hold as a consequence of the ongoing political and economic uncertainty.

A total of 300 UK companies shared their outlook, revealing a negative net balance regarding their future budgets with figures being the second-lowest since 2011.

Despite the general stagnancy, there are several sectors still reporting net growth with the internet taking the forefront at 11.5%. Our Senior Director, Natalie Richardson, is hopeful that digital spend will continue to grow during this unpredictable period:

"With the political and economic uncertainty as it is, there won’t be many people in the industry unduly shocked by the fact that marketing budgets have remained static, and as agencies we’ve been managing the knock-on effect of that for some time.  

Uncertainty aside, marketers are continually striving to build and maintain better relationships with their customers, and the good news for us is that digital spend is still growing as marketers recognise and truly value the role digital plays in those relationships. 

Our role as agencies is to help them find smarter ways to do that and to de-risk their media spend, helping them to be more agile and fluid in the investments that are making. With the data and technology we have available, we are in the privileged position of being able to focus on the metrics that really matter and help marketers make more informed decisions within their businesses.”

As featured in the Drum. To read the full article click here.


We’re a modern media agency built for the constantly changing digital world. We exist to shorten the time between a client’s media investment and great stuff happening. Great stuff like driving sales, finding new customers, building market share, launching products....you get the gist. We build connected media for our clients. This means using media that is addressable, ad-servable or conditionally delivered with the purpose of liberating your creative messages and business. If we can’t validate, track and measure it, we don’t do it. When used properly this media and the data captured, creates stories that become the intelligence engine that drives what you do and means you can act now and act fast. We work best with people that don't want business as usual, who want to change how they do stuff and are trying to speed up what they do. That could mean you’re a new start-up or a business trying to secure second round funding. Or you might be a traditional business who recognises there is a need to change. And change now. If you sound like that sort of client, we'll probably work very well with you.

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