Here, experts from across the UK media sector share their views on the results.
Jeremy Hine, CEO, MullenLowe Group UK
During a time of political and economic uncertainty in the UK, the report provides welcome optimism to marketers and the wider industry. It’s great to see the ninth consecutive year of market growth and highest annual total since AA/WARC started monitoring adspend in 1982 – but what’s especially encouraging is the upwards revision of the forecast for growth in the future, even amidst concerns about Brexit and what it might mean for in the industry.
The figures show that even in troubling times, clients recognise that using communications, particularly online, to drive brand awareness and engagement is fundamental to their growth. It would be a mistake however to use these findings as an excuse to get complacent. In this time of uncertainty agencies must continue to prove their worth to their clients by listening to business challenges and in response, create campaigns that stand out, have impact and deliver results.”