IPA Bellwether Q4 2024: Industry reactions

“With brands and businesses feeling the pinch of the current economic climate and increased overheads which can only be passed on to customers, there is certainly some trepidation among many as the new year begins.

“Although, it’s positive to see the increases in marketing budgets as brands hone in on their strategies to boost sales and ROI, in an increasingly competitive landscape, consumers have more choice and shallower pockets, meaning marketing needs to work both harder and smarter.

“In terms of productivity and process, AI advancements will continue to be a dominating factor in decisions made across every business, particularly for marketers.

“The latest report findings demonstrate how the appetite among many has peaked, and that integrating AI technologies into 2025 go to market strategies will enable a fresh perspective for many to heighten that all important ROI metric.”

Daniel Todaro, Gekko Group CEO

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