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Brexit Marketing

Budgets and change management are what's keeping marketers up at night

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By Tony Connelly, Sports Marketing Reporter

January 30, 2017 | 2 min read

Budgets and change management are the main concerns which will keep marketers awake at night this year, according to new research from the Marketing Form.

Budgets and change management are the foremost concerns on marketers minds this year

Budgets and change management are the foremost concerns on marketers minds this year

The concerns were highlighted in the Marketing Form’s Research Report for 2016/17 which compiled the views and opinions of the UK’s most senior marketers for the current year.

Last year brand management was listed as the top challenge facing marketers, however it has now dropped down to third with budgets ranking as the main challenge followed by change management.

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The economy, whilst still relatively low has trebled in importance from 2015/16. Given the uncertainty surrounding the extent which Brexit will have on the UK’s creative industries it is perhaps unsurprising that budgets is now listed as the main concern. In April, a report from Zenith claimed that Brexit could cost the UK £70m in ad spend each year.

Despite budgets ranking as the main concern, only 12% of marketers said they expect their budgets to decrease. Additionally the number of marketers expecting to see their budgets increase has fallen since last year from 43% to just 11%.

Marketing Form’s Research Report 2016/17

Taken together with the fact that budgets is the main concern, it seems that many of the 56% who don’t expect to see a change in their budget still anticipate economic challenges ahead.

One thing that looks more certain is that the ad industry will have to fight for what it needs in the early stages of Brexit.

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