Find Advertising, Marketing and PR expertise in United Kingdom
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The advertising, marketing and PR industry in the United Kingdom is highly developed and sophisticated.
Most large advertising, direct marketing and PR consultancies are based in and around London in England but are widespread throughout the whole of the UK. The advertising industry is worth some US$30 billion, and is the largest of the UK’s creative industries (2009). Global brands Saatchi and Saatchi, WPP and BBDO operate in the country.
Although marketing and PR are often an in-house business practice in most companies there are many marketing and PR consultancies that companies can outsource to. In a country where the media is free and most of the population have access to newspapers, magazines and the internet, PR plays a very important role in not only promoting a good image but safeguarding that image from negative causalities. The PR industry in the UK has a turnover of over US$10 billion (2010).
Some of the key representative and accrediting organisations in the area include the Chartered Institute of Marketing (CIM), the Chartered Institute of Public Relations (CIPR), the Advertising Association and the Institute of Practitioners in Advertising.
The London School of Marketing (LSM) is a specialised institution and offers a range of academic and professional qualifications. It is possible to study for both the Chartered Institute of Marketing (CIM) and Communication Advertising and Marketing (CAM) qualifications and LSM. There are a number of other specialised educational establishments and marketing is widely taught at UK universities.
The World Economic Forum Global Competitiveness Report (2012-13) ranks the UK 1st out of 144 countries in extent of marketing with a score of 6.2 out of 7, well above the world mean of 4.1. In this scale 1 indicates that little use is made of sophisticated marketing tools and techniques and 7 means that they are extensively used. Buyer sophistication in the UK is also very strong; it ranks 9th out of 144 and scores 4.6 out of 7, above the world average of 3.5. This indicates that buyers in the UK base their decisions more on sophisticated analysis of performance attributes than solely on lowest price.
A wide range of advertising, marketing and PR media is used in the UK. Print media remains a very popular method of advertising and marketing for both companies and private individuals. Online advertising is also hugely important and social media is a key part of most companies’ integrated online presence and is commonplace in the UK. In addition there are numerous commercial radio and television stations which have extensive advertising airtime available.
Outdoor advertising is ubiquitous in the UK; posters, billboards and advertisements on buses and taxis are a hugely important part of advertising to the UK market. Increasingly digital posters and billboards are becoming part of the advertising landscape offering more dynamic and fast changing advertising.
|Advertising, Marketing and PR organisations in United Kingdom|
|Advertising Standards Authority||
|Chartered Institute of Marketing (CIM)||
|Chartered Institute of Public Relations (CIPR)||
|Institute of Practitioners in Advertising||