IPA Bellwether Q2, 2026: Industry leaders comment

“Despite ongoing economic adversity, it’s encouraging to see the increase in overall marketing budgets for a second consecutive quarter. With continued pressure on consumer spending, brands have recognised that maintaining visibility and customer engagement is critical for long-term growth.

“What’s particularly interesting is the continued shift towards channels that are driving stronger customer engagement, with events and experiences leading growth at +11.0%, while spend on video content remaining resilient at +8.2%. Meanwhile, shorter-term performance channels like ‘other online’ have taken a hit for the first time in nearly two years.

“For retailers, this reinforces the importance of creating memorable customer experiences both online and in-store, while using technology and AI to deliver more relevant and efficient marketing.

“While technology and AI are vital tools to drive back-end efficiency and scale, those that continue to invest in meaningful customer experiences and clear, consistent brand story telling, will be the ones reaping the rewards with sustained customer loyalty when consumer confidence fully returns.”

To read the full published comments by Daniel Todaro, CEO, Gekko Group, please visit Mediashotz