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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 Mars, the confectionery and food manufacturer, reversed declining growth and increased sales of its Maltesers snack through its portrayal of disability in its advertising.

Case Study

This case study explains how The Sun, the British newspaper, successfully introduced charges for a previously free fantasy football platform by using influencers and social media ads.

Case Study

This case study explains how Lurpak, a premium butter brand, repositioned itself to drive sales in the UK, by connecting with consumers through their love of food.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study shows how Audi, the car manufacturer, increased brand awareness and sales in the UK by using a three-phased campaign focused on its cars' engineering beyond speed.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.
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This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.


This event report looks at the use of storytelling to drive all aspects of one online wine retailer's unique business model.


This event report looks at research into the mobile behaviours of Gen Z in the UK, a group termed 'mobile prodigies'.


This event report looks at how B2B marketing is slowly beginning to move away from a formulaic approach.


This event report looks at how beauty subscription box Birchbox is driving growth in the UK.


This event report looks at an innovative form of B2B research that has proved successful at engaging SME audiences.


This event report looks at how SMEs can benefit from commissioning external research.
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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 report discusses Marketing in the Digital Age, a new work looking into the causes of marketing effectiveness from Les Binet and Peter Field.

  4. 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.

  5. Article

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

  6. Article

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

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