Troubling times are ahead, not just for the advertising industry but the UK economy at large, revealed the latest IPA Bellwether report. However, it isn't all doom and gloom, with a myriad of opportunities arising from the report.
PMW spoke to industry experts and in terms of where brands can look for a chance to get ahead of the competition and maximise their ROI in a downturn, two major opportunities have become apparent: AI and sustainability.