Bellwether Reaction: Hailing the return of the C-word

This week’s IPA Bellwether Report has revealed that UK companies are holding their nerve as the geopolitical crisis rages on, with confidence returning and marketing budgets being revised up to the highest level in almost two years, even as the wider economy suffers.

The report authors suggest this upward adjustment reflects not only upbeat forecasts around future market conditions, but also a recognition of the need to invest in growth opportunities and maintain competitive advantage as challenges persist.

But what do those at the coalface see? Decision Marketing asks leading industry professionals for their take on the Q1 adspend report.

First up is Adform UK country manager Phil Acton who believes that operating in a state of continuous global crisis has tragically become the norm. However, where UK advertisers would have previously pulled back spend, Acton reckons that the fact they haven’t proves that resilience has become well and truly hardwired into the industry.

He explains: “Performance remains key and the boost in video and other online formats shows a clear drive toward proven ROI. However, respondents rightly highlight the need to prioritise investment in quality data and autonomous AI for long-term brand building and budget efficiency.

“Agentic AI in particular will define the industry’s next era, but it’s time to put the buzz into practice. Audio and DOOH took a hit this quarter, but consumers don’t live in silos. Empowered with clear guardrails and trusted partners, media buyers can now harness agentic scale and speed to bring together every screen for game-changing outcomes. True resilience isn’t just about surviving the next crisis; it’s about using sophisticated technology to keep your brand front and centre with consumers no matter what’s on the horizon.”

Adnomaly founder and CEO Max von Weber agrees: “With everything that’s going on in the world, what this says to me is that turmoil and disruption are the new normal and advertisers realise they can’t use it as an excuse to stop the wheels from turning.

“Businesses need to attract new customers and nurture existing ones to survive. Savvy marketers appreciate this and are increasing investment in advertising while some of their more cautious competitors pull back. I know who my money’s on to come out on top.”

Meanwhile, Esbconnect co-founder and CEO Suzanna Chaplin also backs those who have taken the bull by the horns.

She says: “After the disappointment of last quarter’s report, showing no growth and precious little confidence from companies about their future prospects, the latest figures are much more cheering. That word, confidence, is key, I feel. When advertisers feel confident, they commit, both to tried and trusted channels like online and email, and to new ones which may help them steal a march on competitors. So welcome back confidence, we’ve missed you.

The C-word is also front of mind for Outra chief revenue officer Graham Field, who believes the renewed confidence, coupled with the increase in main media advertising, signals a healthy year ahead.

But he insists this year is not just about marketing recovering, it’s about getting smarter. Field adds: “As brands start spending, they will look at how to invest wisely and engage with consumers at a more granular level.

“As the report points out, AI is being used to sharpen customer targeting and generate better insights. When paired with household-level data, brands are able to move past broad demographics to engage with consumers and act with total relevance in the moments that matter most.”

Even so, Equativ managing director for UK and Europe Jonathan Haines says that, while confidence is back, no one’s getting carried away.

He continues: “We are in a more disciplined market, where spend is under pressure to prove quality, trust and measurable value. That matters for publishers because it strengthens the case for curated supply, stronger audience relationships and premium inventory that delivers more than cheap reach.

“The next phase of recovery will increase pressure to justify every intermediary step in the supply chain and the costs attached. For advertisers, that means looking harder at where media runs and what value each layer adds. For publishers, it is a chance to shift the conversation from scale alone to the commercial power of transparency, attention and direct audience resonance.”

For Sky Media investment director Steve Mchenry what is particularly notable is the return to growth in main media and video, reinforcing the role that trusted, high-quality environments play in driving both brand impact and measurable outcomes.

He explains: “In a complex and evolving landscape, sustained investment is critical. Advertisers who continue to prioritise high-quality, trusted environments will be best placed to drive performance now while building resilience for the future. Premium video, across broadcast and VOD, offers the scale, attention and accountability needed to maximise the value of that investment.”

Over at publishing platform Ozone, chief marketing officer Bryan Scott reckons marketers have adjusted to operating in the more volatile environment, where uncertainty is increasingly factored into long-term planning rather than seen as a barrier to investment.

He continues: “This is reflected more broadly across the industry. ISBA’s 2026 Media Budgets Survey shows that two-thirds of UK marketers are planning to increase media spend, with a greater emphasis on brand advertising over performance. This suggests a renewed focus on building long-term brand value, and an understanding that maintaining visibility through uncertain periods is critical to future growth.

“Looking ahead, forecasts remain encouraging. Both the Bellwether and AA/WARC projections indicate continued expansion in adspend, with the latter expecting the UK market to surpass £50bn in 2026. Moments of cultural significance, such as this summer’s World Cup, will provide valuable opportunities for advertisers to connect with audiences at scale as investment in brand-building continues to strengthen.”

Audiences co-founder and CEO Rob McLaughlin, meanwhile, reckons that in a climate of economic uncertainty, resilience should be the priority investment.

He continues: “To succeed, it’s going to be crucial to build resilience by maximising the resource you have internally, especially if you have access to first party data.

“Having a robust first party data strategy is not just a competitive advantage but it also mitigates the impact of short and long term industry factors. For advertisers, this can be a real asset as they can effectively plan and activate their own proprietary first party data sets, without risk. In turn this can enable long term sustainable growth as well as build confidence.”

Finally, to Herdify CEO Tom Ridges, who says that while growth is back on the agenda, scrutiny on how budgets perform has not gone anywhere.

He explains: “The return to growth in main media is a clear sign that brands are re-engaging with broad-reach channels, while the continued resilience of direct marketing – which grew in 12 of the past 13 quarters – shows its enduring value.

“Yet recent rising costs from Royal Mail are exposing inefficiencies that were easier to overlook when distribution was cheaper. Now that every touchpoint carries greater weight, precision becomes even more critical.

“Now is the time for marketers to rethink how they approach reach and influence. Behaviour doesn’t happen in isolation, it spreads through local networks, communities, and shared environments. By focusing spend where there is already momentum, brands can amplify word of mouth and drive more effective outcomes without increasing overall investment.”

Bellwether Reaction: Hailing the return of the C-word

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