Ipa Bellwether Report News Today

This month’s Bellwether report from the Institute of Practitioners in Advertising (IPA) found CMOs feeling glum. Here, Propeller Group’s Branwell Johnson surveys the agency’s own clients for a perhaps surprising sense of optimism as the year ends.

Two studies released this week find brand marketers struggling to find commercial optimism – though key media spend patterns provide reason for encouragement.

This week the IPA Bellwether report raised alarm bells over retailers' over-reliance on discounts and promotions, Richard Kelly, chief solutions officer at Mindshare UK investigates.

The latest IPA Bellwether report shows that UK brands have kept their confidence in marketing teams despite the cost of living crisis, but we may be seeing some worrying trends in the data.

According to the latest IPA Bellwether report, British marketing spend is at an eight-year high point. Investment levels may have peaked, however, as external threats to business confidence mount.

2022’s UK ad spend growth has been dulled by Omicron uncertainty but remains in a steep ascent, according to the IPA Bellwether report on Q4 2021. Marketers will have to make do with a “still-strong” 5.2% of ad spend growth (previously 6.2%).