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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 explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

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.

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 Philips, the electronics giant, promoted its SimplyGo oxygen device in the US by working with respiratory illness sufferers to create an inspiring short film which was distributed primarily through paid social media.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.
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Article

This event report outlines strategies that UK brands can adopt when seeking to enter the Chinese market.

Article

This event report considers the evolution of Contiki's content marketing strategy as the travel firm tackled the challenges of category disruption.

Article

This event report considers what actions brands need to take to comply with the General Data Protection Regulations (GDPR) which come into effect in May 2018.

Article

This event report outlines how companies can comply with the forthcoming General Data Protection Regulations (GDPR) which come into effect in May 2018 and which elevate privacy to the level of a human right.

Article

This event report looks at the evolution of the BBC’s digital engagement with children via its apps.

Article

This event report looks at the lessons learned in the course of developing the award-winning The Fixer campaign for Direct Line insurance.

Article

This article presents five rules for effective out of home advertising (OOH), stressing that there is a need to balance digital and static sites to make sure ads are seen by enough people.
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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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