IPA Bellwether: Industry Reaction Posted on | Mediatel


The first quarter of 2019 has seen UK marketing budget growth bounce back after flatlining at the end of last year, according to the latest IPA Bellwether report. Here, experts from across the industry give their thoughts on the findings.

Jeremy Hine, CEO of MullenLowe Group UK

The key findings from this quarter’s Bellwether Report are no surprise. Following inconclusive Brexit negotiations, marketers’ confidence levels remain significantly negative. While the ad industry will welcome the return of growth in marketing budgets, the sector will also be concerned by the fact that 2019/20 budget forecasts are at their most subdued since 2009.

With marketing often being the first budget cut by brands during troubling economic times, it is clear that creative agencies now more than ever need to prove their worth. We can and should be doing this by truly listening to our clients and unfailingly producing problem solving creative work that drives results, does good, stands out and makes an impact.

We need to ensure that we are always prioritising trust between ourselves and our clients by starting from a point of truth and doing what’s right for the brand – not suggesting ideas for their own sake. Only through creating steadfast relationships with our clients can we as creative marketing agencies ride the storm of economic uncertainty.

Read the rest of the experts comments here

This article was originally published on MediaTel