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IPA Bellwether Report Q4 2021: Budgets Increase Across the UK Despite Omicron Slowing Growth

by Faye Daffarn | 20.01.2022

The IPA Bellwether Report Q4 2021, published today (20th January 2022), has revealed that total UK marketing budgets have increased for a third successive quarter. Despite total market growth slowing in Q3 2021 due to the emergence of the Omicron variant, 6.1% of companies raised their total marketing budgets at the end of 2021.

Key statistics

Consumers want to see brands take ownership of sustainability goals

Continued recovery will now depend on businesses being led by demand; focusing on showing consumers want they actually want to see. And what consumers want to see is brands taking ownership of sustainability goals. To that end, we expect agencies to start working more closely with clients to develop lower-carbon media plans, as well as encourage them to use the power of advertising to promote sustainable consumer choices and behaviours. We ultimately have to be bigger than the discipline – talent wants to work for companies that serve their communities and the world, so it’s within everyone’s interest to make “Ad Net Zero” a key priority in 2022 and channel budgets towards achieving this.

Faye Daffarn, UK MD, Tug