Marketing budget growth slows as marketers face ‘challenging’ 12 months

Marketers are facing a “challenging” 2018 as tepid economic forecasts and a “loss of momentum” caused marketing budget growth to slow to its lowest rate for almost two years in the final quarter of 2017.
According to the IPA’s quarterly Bellwether report, 23.9% of marketers surveyed said they increased their budgets in the last three months of the year in an effort to support brands, help new product launches or in response to greater competition. However, cost pres