The latest quarterly IPA Bellwether Report paints a picture of cautious optimism across the UK marketing landscape. Budgets rose for the second consecutive quarter, showing that despite a complex economic backdrop, brands are still finding ways to invest in connection.
Key findings include:
• +3.6% net balance of firms increased total marketing budgets in Q3
• Events up to +10.9% and Direct Marketing to +9.7%
• PR steady at +2.5%
• Sales promotions fell -0.9%, the first dip in two years
• Company confidence turned positive for the first time since mid-2024 (+2.9%)
These results signal more than resilience. They show where confidence lives: in spaces where brands create genuine engagement, build credibility and drive long-term impact.
The trust economy
Trust remains the most valuable asset in marketing. It cannot be built through quick-turn activations or inflated ad spend. It is earned through consistency, clarity and authenticity. The brands investing in PR, events and direct marketing are investing in something deeper than exposure; they are investing in relationships.
PR is the constant in this equation. It shapes the narrative that connects every other touchpoint, from social to events, from media to measurement. But great PR does not shout about solutions. It connects with audience challenges, sparks recognition and illuminates the brand’s purpose, all in order to build reputation and differentiation.
Presence with purpose
The rise in event and direct marketing budgets tells its own story. After years of digital-first strategies, brands are rediscovering the power of face-to-face engagement. In the world of B2B, in-person events, panels and partnerships are not just networking exercises; they are where trust is built and stories become tangible.
At Propeller we see this play out across our clients’ campaigns. The strongest results come from weaving together insight-driven content - the reports and research that demonstrate authority - with real-world activations that bring those ideas to life. Supported by high-quality PR coverage, this approach keeps brands visible, relevant and respected, not just for what they sell but for what they stand for.
Connecting the dots
The most effective strategies connect earned, owned and shared channels - blending PR, content, events and awards into one consistent narrative that turns awareness into advocacy.
That cohesion is what transforms awareness into advocacy. Awards validate success, case studies build credibility, events humanise expertise, and PR amplifies it all with reach and relevance. When joined together, these strands form a brand presence that does not fade when the campaign ends.
Confidence favours the consistent
The Bellwether data shows that marketers are choosing to stay in the game. Budgets may be moving cautiously, but they are moving in the right direction, toward connection, creativity and long-term growth.
The lesson is clear: storytelling is not a communications tactic, it is a business strategy. When brands lead with authenticity, maintain visibility and keep investing in trust, they become part of the cultural and commercial conversation that shapes their industry.
As we move into the critical final quarter of the year, confidence and consistency will be powerful pillars to maintain growth momentum.