Leaders from the UK ad industry offer a selection of reactions to the news that UK marketing budgets continue to grow, with events coming out as the category with the most growth.

“The past year has been tough for brands to navigate amidst the cost of living crisis and talk of a recession. However as budgets are evidently increasing, it’s a really positive indication that the tide is turning across the marketing industry. As a brand experience agency, we haven’t seen the needle shift yet, but it’s encouraging to know it could be coming.

For a long time, brand experiences have been an afterthought for marketers because they haven’t understood the power of them. Now, with more robust data points available, such as measurable audience participation and social engagement metrics, there's an opportunity to authentically deepen brand loyalty while proving ROI. It's crucial for brands to consider incorporating experiential marketing at the outset of campaign planning to maximise the value of investment.”

Natasha Broady, Client Services Director at Seen Presents.

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