Industry chiefs back Burnham as the 'creative champion'

UK advertising and marketing industry bosses have backed new Prime Minister Andy Burnham, who officially took up the role today, hailing his longstanding support for the creative industries.

The sector, which is awaiting clarity on digital regulations, online safety, and tougher junk food advertising restrictions, appears to view him as something of an “industry champion”.

Advertising Association chief executive Stephen Woodford said: “We congratulate Andy Burnham on his appointment as Prime Minister. Having previously served as culture secretary and championed advertising and the creative industries as Mayor of Greater Manchester, he has shown that he understands our sector is not just a cultural asset, but a powerful, nationwide engine of economic growth. Advertising was recognised in the latest GDP growth figures as one of the key sectors driving the 0.7% increase.

“The UK advertising and marketing sector is a global powerhouse, contributing £108.6bn in GVA to our economy, supporting 1.7 million jobs – with 60% of our directly employed workforce located outside of London – and driving a record £19.4bn in exports. We are the creative sector that powers UK business growth, with 3.6 million UK businesses, large and small using advertising in 2025.

“As the Prime Minister begins his mission to deliver good growth across every postcode, we stand ready to partner with his government. Key to delivering our sector’s full potential is an evidence-based policy environment that drives competition and maintains the UK’s global position as an advertising superpower. To that end, we need government to promote innovation, protect our world-class self-regulatory system, and reform the Skills and Growth Levy to fund apprentice salaries. When advertising thrives, the entire UK economy grows.”

Meanwhile, IPA director general Paul Bainsfair added: “The IPA warmly congratulates Andy Burnham on his appointment as Prime Minister.

“We worked closely with him during his time as culture secretary, when he partnered with the IPA and industry leaders to champion the growing value of the UK’s creative industries. He recognised then the importance of creating the right conditions for creative businesses to thrive, which is a principle that remains just as relevant today.

“Advertising is one of the UK’s most successful industries, supporting jobs, investment and growth across every nation and region of the UK. We therefore look forward to continuing to engage constructively with him and his Government to help ensure the UK’s world-leading creative industries continue to flourish.”

IPA chair for England & Wales and managing director of The Behaviours Agency Sue Benson continued: “I’ve seen Andy Burnham talk on many occasions about the importance of the creative industries as an economic powerhouse for Manchester. He’s always been an incredible advocate for our work and our contribution as change makers, employers and growth drivers. I hope he will continue with the narrative around Global Creative clusters here in Greater Manchester and that he can also build this out nationally.”

Clinet body ISBA has also waded in, with director general Simon Michaelides insisting Burnham is taking office at a “particularly challenging” time for the industry.

He exlpained: “AI is revolutionising every aspect of marketing. Domestic broadcasters are fighting to evolve and adapt to the streaming age and the consolidation of the media landscape. Society is grappling with social media and the prevention of online harms. The global economy remains turbulent, consumer confidence low, and growth elusive. The speed and complexity of political and economic change would pose huge challenges for any government. How the new cabinet chooses to respond and engage with advertisers matters.

“Our task as an advertising industry is to face into these headwinds and demonstrate that marketing as the engine of business growth, is a reliable partner to government in meeting the big policy challenges facing our country. We’ve always worked constructively with governments of all parties, and we look forward to maintaining that approach with Andy Burnham and his new team.

“Keir Starmer’s administration set out an industrial strategy for Britain, with the creative industries as one of its key pillars – and within that, advertising was identified as a critical sector. We look forward to the Burnham Government maintaining that view: propagating our world-leading self-regulatory system, enabling marketing leaders to be the drivers of the growth the country needs, and being open to hearing the united voice of British advertisers in the debates that shape economic and societal outcomes.

“We look forward to continuing to work with Lisa Nandy as culture secretary and offer our congratulations on her securing one of the most exciting jobs in government, one that sits at the heart of who we are as a nation. Together we hope to grow the trust and effectiveness in advertising that we need to see.”