Why social is central to modern media mix
October 2025
UK marketing budgets continue to grow, but the latest IPA Bellwether report shows a strategic shift: brands are rebalancing spend across performance-driven digital channels while keeping an eye on long-term brand building.
Speaking to Performance Marketing World, our Group Strategy Director, Ric Hayes, explains why social is now at the heart of the media mix. “Marketing runs on networks, not one-way messages. Brands still grow by being seen, understood and emotionally engaging, but today that means understanding communities, creators and fast-moving content,” he says.
Ric highlights the importance of adopting a social-first mindset and investing in the skills and structures needed to cut through a crowded, multi-channel landscape.
