IPA Bellwether: UK marketing budgets rise at fastest rate in over two years
The IPA Bellwether Report finds a net 14.3 per cent of marketers raised budgets in Q3 2026, with main media at a nine-year high, though the 2027 adspend forecast was cut.
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Brands have stopped paying agencies by the hour: labour-based fees fall to 17%, WFA finds
Only 17 per cent of multinational advertisers now pay agencies for time, down from 54 per cent in 2011. Fixed fees lead, performance deals have doubled, and almost nobody has priced in AI.