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United Kingdom

The United Kingdom is one of the biggest markets in the world in terms of adspend, and is Europe’s largest advertising market. It has a number of widely respected and rigorous effectiveness and strategy awards, and is regarded as the market in which ‘planning’ emerged as a distinct agency function. The UK is also an advanced media market, with a relatively high percentage of adspend going into digital channels.

Key Reading

Important papers from across the Warc database

This article sets out some of the longer term trends and challenges in the UK which together, it argues, are creating a feeling of insecurity amongst consumers. It argues that, in the UK, insecurity and anxiety is caused by inflation, government welfare reform and a changing labour market.
Political parties used ads to their advantage in the General Election, showing that the political ad is alive.
Predicted advertising expenditure across 12 key markets, including the UK, for the next two years.
The APG is the longest-established organisation for account planners and other marketing strategists.
Campaigns that demonstrate payback on marketing spend recognised at one of the industry's most rigorous competitions.

Case Study

This case study describes how Domino's Pizza in the UK used a chatbot to allow consumers with an existing Domino's 'Easy Order' account to order pizza directly through Facebook Messenger.

Case Study

This case study describes how specialist investment manager Architas, part of AXA, created an educational and interactive tool for independent brokers and Architas managers to help them sell more unit-linked products in France, Belgium and the UK.

Case Study

This case study describes how Rwandan genocide survivors' charity, SURF, drove engagement and brand awareness to promote jewellery made by genocide widows, using audience surveys and data-optimised creative units.

Case Study

This case study describes how UK broadcaster BT Sport, aimed to engage hard-to-reach football audiences by giving away its coverage of the UEFA Champions League via a digital sampling strategy.

Case Study

This case study describes how Booth's, the British retailer, overcame UK legislation that saw shoppers charged 5p for plastic bags by creating bespoke fabric bags - a new product category capable of growing sales.

Case Study

This case study describes how Unilever launched a new format of concentrated fabric conditioner, Comfort Intense, in the UK, Ireland, France, and the Netherlands with a smaller package for a higher price.
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This event report explores a method of brand tracking that uses behavioural science to establish three key metrics through which you can analyse a brand's current mental availability, future brand share, and the effectiveness of brand assets.


This event report analyses customers’ journeys in relation to John Lewis and the use and purchase of technology such as smartphones and tablets.


This event report explores how behavioural economics should look outside of the individual in order to understand the social influences that affect people as well as the discipline of behavioural economics itself.


This report provides a range of views on the challenges facing programmatic advertising, with contributions from senior executives from organisations including ISBA, representing UK advertisers, Guardian Media Group, Saatchi & Saatchi, the ad agency, and Google.


This article looks at how companies can use the upcoming General Data Protection Regulations (GDPR) in the EU to build consumer trust.


This article looks at Generation Alpha, the next generation after millennials, and advises on how to understand the demographic.


This article surveys the habits of Generation Z, a cohort that spends an average of 30 hours per week on their smartphones with much higher shopping on mobile than older generations - as well as being aspirational and much more trusting of both people and brands.
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  1. Article

    This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

  2. Article

    This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.

  3. Article

    This case study describes how John Lewis, a leading UK retailer, used media and technology to turn the Christmas 2014 campaign, '#MontyThePenguin', into the most effective and profitable retail campaign to date.

  4. Article

    This case study demonstrates how Halifax, the UK's third largest bank, revamped its social strategy to stand out from competition.

  5. Article

    This article examines ten tech trends that will impact brands, business and connected consumers in 2016 and beyond.

  6. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

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