Budgets bounce back, but measurement is under the microscope

UK marketing spend is on the rise again, with the latest IPA Bellwether report showing the strongest quarterly uplift in a year. Growth is being fuelled by short-term channels like direct marketing and sales promotions — but with budgets under scrutiny, smarter use of data has become non-negotiable.

Speaking to Performance Marketing World, our director of strategy Brenda Imeson said: “It’s clear that growth is being driven by digital channels and the need to justify spend with measurable results… but what’s often overlooked is how digital is increasingly contributing to brand equity, especially with the rise of short-form video. AI and automation are already unlocking our ability to work more efficiently, though we remain mindful of the challenges AI also brings.”

Read the full article on Performance Marketing World.