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Bellwether reaction Q1 2016

Industry provides sector and regional reaction to Q1 Survey.

Sector quotes: 


Patrick Reid, CEO EMEA, Imagination:

“We believe that the strong growth in this category signals that experiences are becoming increasingly powerful; meaningfully reaching more people than ever before, as well as being truly measurable, through social media and smart technology. This combination means marketers are turning to experiences to deliver the results they want.” 

Market Research

Geoff Copps, Head of Research, IPG Mediabrands UK:

“It’s great to see a positive outlook for 2016/17 marketing budgets; the cooling growth rate is a perhaps inevitable consequence of recent economic and political uncertainties. Interestingly, despite pressure on costs, evidence of marketers’ commitment to innovation and promoting new products continues, in the form of upward revisions in digital platforms and main media budgets. In an environment where growth is sustained but uncertainties lie ahead, Market Research has a strong role to play in supporting new product development, and in delivering the insight required to give confidence and direction for those big marketing decisions.”

Main Media

Steve Parker, Co CEO, Starcom MediaVest Group:

”This was the fourteenth successive quarter we have seen an upward trend in overall marketing budgets. The growth in online and event were particularly impressive, with some respondents noting success in such areas as social media and web-based sales. UK Ad spend – despite being revised down from the previous survey – is projected to grow by 3.3% this year and the growth in main media advertising has now enjoyed a run of growth since early 2014.

“This has to be balanced against the macroeconomic environment which is becoming increasingly challenging. And, with the uncertainty of European Referendum just around the corner many marketers have a heightened focus on their budgets.

“However, the outlook for 2017 suggest companies are confident that marketing budgets will increase while advertising budgets in the UK this year will receive a boost from the Olympics and the European Cup”.


James Goddard Chief Executive JJ Marketing:

 “With budgets to public relations revised lower in the first quarter of 2016, it appears the uncertainty around Brexit is impacting on the confidence in communications and content narrative.”

Search & Internet

Paul Mead, Founder & Managing Director, VCCP Media and chair of the IPA Search Group:

"Internet spend saw its biggest upward revision for over a year last quarter. This continues the positive trend we’ve seen through a remarkable 27 quarters, but, we’re seeing marketers broadening their mix as search matures and other platforms such as paid social become firmly established as core channels." 

Regional quotes:


Brian Coane IPA Chairman for Scotland, and Partner, Leith Agency:

"Reflecting a further positive indication from the Bellwether Report, Scottish agencies are continuing to benefit from the long-running increase in marketing spend. But with elections to the Scottish parliament in May, the EU referendum in June and wider financial worries the longer-term trend is harder to predict.

Northern Ireland

Stephen Roycroft, IPA Northern Ireland Chairman and Managing Director, RLA Ireland:

 “As budgets rise concurrently with a degree of industry financial pessimism; it’s vital that accountability remains at the core of everything IPA members produce for clients.”

England & Wales

Ben Quigley IPA Chairman England & Wales and Group Chief Executive, Everything Different:

“The latest Bellwether shows continued marketing growth, despite concerns about long-term global economic financial trend impacts. It’s great that 2016 has started so positively around the whole of the UK”


Jackie Holt, IPA North West City Head and Managing Partner, BJL:

“It appears that the uncertainty of growth levels and the referendum on EU membership has given budget setters the upper hand in determining levels of marketing spend. Some of our own research continues to suggest that consumers’ levels of disposable income is under pressure and propensity to spend is lessening. The next quarter could remain challenging.”









Last updated 14/04/2016

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