Surviving lockdown 3.0: a guide for UK ad agencies It may only be January, but sustained cuts to ad spend are already pointing to a tough and unpredictable 2021 for the UK ad industry. There are, thankfully, lessons to be taken from the first two lockdowns, which should stand agencies in good stead as they navigate the third and hopefully final instalment of a truly miserable trilogy. Here is our guide to surviving lockdown 3.0. For UK consumers, January is a month typically marked by weight loss ads, New Year resolutions and a budget holiday marketing blitz. This year, however, things are rather different, with billboards, TV and websites carrying instead the very direct message: ‘Stay At Home’.