IPA Bellwether Report: Adland Experts Weigh In

Industry leaders weigh in on what this means for 2025, touching on key themes like personalisation, accountability, and the evolving role of AI in shaping marketing strategies.

Sean Adams, CMO, Brand Metrics

"Whilst the latest Bellwether report shows a lift in marketing budgets from the Q3 'pause', and prospects for 2025 look broadly optimistic, this is tempered with a degree of caution. There is much uncertainty in both the UK and the wider world, which is undoubtedly impacting companies’ growth projections.

It is interesting to observe the report’s anticipated changes in the breakdown of budgets, away from longer-term brand-building main media and towards more performance-led channels such as events, sales promotions and direct marketing, suggesting a greater focus on generating short-term results.

However, as a measurement company, we are also pleased to see increasing demand over this period from our customers to help measure the impact of brand advertising activity and thereby demonstrate greater accountability, whilst also helping justify brand-focused advertising investment in future quarters."

Pete Wallace, general manager EMEA, GumGum​

"It’s encouraging to see marketing budgets as a whole increasing in the latest Bellwether report, despite the wider uncertainty that we saw following the October budget. However, it’s disappointing that spend for main media advertising is still subdued, while direct marketing is registering healthier growth. 

This is a classic response during subdued economic times, where marketers prioritise shorter-term financial gains from direct marketing at the expense of their brand marketing efforts. This approach is entirely counterproductive, because media advertising remains by far the most effective way to grow brands over the long term. 

The smart firms will be the ones that think strategically and continue to grow their brand marketing investments through good times and bad."



Stephanie Parry, EVP client management, Jellyfish

"We’re seeing more investment in events, direct marketing, and market research, while spending on traditional 'main media' is dropping. It feels like brands are doubling down on building those personal connections with consumers. 

With AI in the mix, this is the first time personalisation at scale doesn’t come with the hefty price tag it used to. Personalisation has been democratised, brands can now land the right messages more efficiently, with humans stepping in at events to seal the deal and make it all feel real."

Harry Charalambous, commercial director EMEA, Onetag

"Despite recent governmental concerns about the 'black hole' of UK finances, it is encouraging to see an overall net balance of over a quarter of companies anticipating an increase in their marketing spend for 2025-26.

Data science, and AI specifically, is going to drive ever-faster innovation and efficiency across business processes, including marketing and advertising. We are predicting a strong 2025 for programmatic advertising in particular, with further advances in sell-side curation that increase scale and addressability and deliver better, faster outcomes for all parties in the supply chain."

Also pubished in: Little Black Book Online