This quarter’s Bellwether report offers one of the weakest outlooks since it was first released at the turn of the century. Is there anything to be positive about? This is what Jon has to say:
“Is there anything to be positive about after reading that? Yeah loads? I’m positive advertising is a burning platform. I’m positive that businesses behaving in 2026 as they did in 2025 won’t be doing that in 2027. I’m positive that we need to look inwardly and change how we operate as the world around us changes. I’m also positive that there is huge hope amidst the chaos. I’m positive that many other different shaped businesses are emerging. I’m positive that the power of ideas will win over the power of slop. I’m also positive that, yes, of course spend has slowed down in a volatile and uncertain world on a myriad of levels, but I know that a lot of that spend has merely shifted.
“It’s funny how the Bellwether is so tied to legacy output that it doesn’t even measure the impact of AI, agentic, digital transformation programmes and the implementation of workflow management platforms. You know, all of the ways that brands and businesses are looking at transforming their marketing output in a way that is more reflective of the technology available to them. And all of us.
“Yes, we have to save money but we also have to spend it more smartly... and that’s the lesson in the pages of this report.”
The full article as written by Catherine Meyer Funnell and publishe in LBB online 16.01.26. You can read Jons Comments alongside lots of other clever industry folk here: https://lbbonline.com/news/Q4s-Bellwether-Report-May-Offer-Glimmer-of-Hope-Despite-Spending-Flatlining.
