Marketing Budgets Are Back—But Are We Spending Smarter?

After months of cautious purse-string tightening, the latest IPA Bellwether Report has delivered some good news: marketing budgets are finally on the up. According to ExchangeWire’s summary of the Q2 2025 report, a net balance of +5.5% of UK firms increased their marketing spend—the strongest growth in a year.

Cue the confetti cannons and celebratory GIFs. 🎉

But before we all start high-fiving in the boardroom and booking branded beanbags for the next event, it’s worth asking: are we spending smarter, or just spending again?

Tactical is Trending—But Strategy Still Matters

The report shows a clear tilt towards tactical spend—digital, direct, and sales promotions are all on the rise. Great for short-term wins, but as Paul Bainsfair of the IPA warns, we can’t afford to neglect long-term brand building. Otherwise, we’re just putting lipstick on a spreadsheet.

It’s the marketing equivalent of eating only energy gels and wondering why you’re crashing by mile five.

Market Research: The Canary in the Coal Mine?

One eyebrow-raising stat: market research budgets are still falling. In a world where customer behaviour changes faster than a TikTok trend, cutting back on insight feels like flying blind—with the added thrill of turbulence.

This is where tools like Marketing Mix Modelling (MMM) can step in. They help us understand what’s actually driving results, not just what’s making the loudest noise.

Let’s Retire the Vanity Metrics

The article also calls out the industry’s obsession with vanity metrics. Impressions, clicks, likes—they’re nice, but they don’t pay the bills. As Kim Berkin of Charlie Oscar puts it, “Marketing accountability shouldn’t be a luxury.” Hear, hear.

We need to focus on what really matters: outcomes, not outputs. Growth, not just graphs.

Final Thoughts (and a Friendly Nudge)

The return of marketing budgets is a brilliant opportunity—but only if we use it wisely. Let’s not fall back into old habits. Let’s invest in insight, measure what matters, and make sure marketing has a seat at the grown-up table.

Because if we don’t, we’ll be back here in six months wondering where all the budget went—and why no one’s buying our stuff.

What’s your take? Are we spending smarter—or just spending again?