Embrace age of austerity

Your Leader on the need for government to communicate with its public will get the industry nowhere (MW 3 February). It’s time for some honest debate.

The last government ran out of ideas, talent and money, but tried to hoodwink the public into thinking that promoting a policy in the media was the same as doing something. It was all smoke and mirrors, and the ad industry was a grateful recipient. No agency was going to say: “It’s a waste of money, minister.”

The coalition is modelling many of its austerity measures on what happened in Canada, where every departmental budget was cut in the early years and everyone felt the draught equally. The country quickly bounced back.

Don’t expect the government ad spend to be treated any differently. In fact, it is probably ripe for some heavy pruning.

Dave Ketteridge
Tickled Pink Bridalwear

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here