Branding in the Age of Inflation: Thinking Outside the Playbook

With the spotlight firmly on brand resilience and growth, this report by renowned media analyst Ian Whittaker urges advertisers to rethink their approach to media allocation. It advocates for greater investment in brand-building channels amid ongoing economic uncertainty and digital disruption. 

The analysis demonstrates that shifting spend towards Out of Home (OOH) and other brand-building platforms could unlock billions in savings and create significant shareholder value. The focus is on long-term brand equity rather than immediate sales, showing how trusted public media supports stronger visibility and credibility in an increasingly crowded digital landscape. 

Why OOH Matters

Currently, OOH accounts for just 3% of UK advertising spend, yet it remains one of the most attention-grabbing and trusted channels for brand communication. As AI driven content increases and digital noise grows, OOH offers a public, credible space to reach audiences meaningfully. 

Even though online channels will represent 78% of UK ad spend by 2025, consumer spending has remained largely flat for two decades. This shows that digital dominance alone does not drive broad economic growth. The report highlights that reallocating budgets to brand-building platforms like TV and OOH can improve efficiency and deliver long-term value. 

Inside the Whitepaper

• The Key Mega Trends: Explore the economic, technological, and market forces reshaping advertising. 

• Why OOH Fits These Trends: Learn why OOH provides trust, visibility, and impact in a digitally saturated world. 

• UK Advertising Growth to 2030: Understand how the market is evolving and the implications for brand strategy. 

Play for Profits: Practical guidance on optimising media allocation to 2030 to strengthen brands and maximise value.