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This page provides a general overview of the advertising sector, and highlights some of the organisations that promote and support the industry you operate in. Use them with our Support Directory to find funding, networks, information and opportunities that will help you develop your advertising company or work in advertising.
The industry works across traditional media from print publications and direct mail to broadcasting, and digital channels like websites, email marketing, mobile and social media, as well as experiential and sales and promotional activity. Most agencies work business to business, helping other companies to promote their products and services to target clients or customers.
Businesses usually find and commission advertising companies through networking and advertisements, or by researching leading agencies through, for example, industry awards or the Recommended Agency Register (RAR). Word of mouth and natural search also play a role in securing the services of agencies.
In some cases a client may require the services of multiple agencies so a roster of approved agencies is formed following a tender process. Only those on the roster can receive commissions or be invited to pitch for specific client projects in a competitive scenario against the other roster agencies.
The IPA is the professional body for UK advertising, media and marketing communications agencies. It provides core support services like publications, advisory services, qualifications and events. Its list of registered agencies is a useful guide to the sector.
IBSA is a representative membership body. It supports self-regulation in advertising and works with the UK government on policy matters. Its knowledge centre includes annual reports, best practice guides, guidance notes, and research reports for advertisers. It also covers industry issues and provides events, training and networking opportunities for its members.
There are several organisations that publish top-level market research about the advertising industry and its activity.
Creative Industries UK publishes government and industry key facts and figures that show how the industry interacts with others, and examine its reputation in the marketplace. Case studies from UK agencies provide examples of routes to market and guidance for working with international brands.
eMarketer publishes data and insights that show how consumers spend time and money, and how marketers can reach them in the digital realm. These reports cover areas like advertising, ecommerce and marketing as well as provide information on advertising expenditure within specific industries.
For advanced statistical trends and research, try industry reports. Newsworks publishes data and statistics like key audience facts, including print and online readership and circulation figures. Warc Advertising Research Centre and the Advertising Association publish up-to-date industry statistics and trends, as well as policy and research reports on industry issues.
The British Library provides an advertising industry guide, with links to vital market research and statistics. It also offers directories and further sources of information, like trade journals and websites, that will keep you abreast of market developments and opportunities.
You'll find more links to support for advertising from:
