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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.

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