Marketing budgets in Q2 2025 grew at their fastest rate in over a year, with a net balance of +5.5% according to the latest IPA Bellwether Report. After months of uncertainty, marketers are putting money back on the table—but with a clear focus: driving revenue.
And it’s not flashy TV or brand-building fluff that’s leading the charge. The real growth? It’s in sales promotions and direct marketing—the channels that get results, fast.
💥 What’s Fuelled the Growth?
1. Sales Promotions Break Records
Promotional budgets surged to a record high—from +8.0% in Q1 to +9.4% in Q2. That tells you everything: when the pressure’s on, brands want immediate traction, and price-led campaigns deliver it.
2. Direct Marketing Still Delivers
Direct marketing spend also crept up again—from +9.0% to +9.1%. That marks ten consecutive quarters of growth. While other channels wobble, direct marketing continues to prove its worth—quietly dependable and consistently effective.
🎯 Key Takeaway: One-to-One Channels Are Taking the Crown
The report makes it crystal clear: when times are tough, marketers turn to what works. One-to-one channels like direct mail, email, and SMS are outperforming because they’re measurable, personal, and drive action.
Direct marketing isn’t just surviving—it’s thriving. And with AI, automation, and better data, it’s more powerful than ever.
🧠Why This Matters—and What You Should Do
🧠Final Thought
The rebound in budgets is good news—but the shift in how money is being spent is even more telling. Brands are becoming more selective. They want certainty, speed, and results—and direct marketing is giving them exactly that.
The message? In a cautious climate, one-to-one channels reign supreme. If you’re not already doubling down on personalised, accountable comms, now’s the time to rethink your mix.
Because when the going gets tough… direct marketing gets going.
