Secret Marketer: We need a stable government in order to have bigger marketing budgets

With less than a month to go before the general election, the outcome for most agency people is perhaps of little consequence but for clients it is a big deal.

We are now less than a month away from the most open general election in a decade. For most agency people, this is perhaps of little consequence – it might affect the price  of a packet of cigarettes, limit the amount of cheap labour they can hire, or perhaps hit the board of directors in their pocket come bonus time. But for clients it is a big deal.

Most brands – at least publicly – will contest that they are apolitical, just in case ‘the other side’ get in and they are seen to be backing the wrong horse. My brand is no different, and I have spent the past few weeks putting out all company communiques asking employees to be very mindful about what they say publicly, and especially on their private social media feeds.

Part of the reason for this is that those political types are quite desperate to be seen as being on the side of business.

The number of requests we have had from the leaders of all political persuasions to visit one of our offices to ‘kiss babies’ as part of a photo opportunity have been quite remarkable.

However, the real concern brands face is not so much which side will get in – to be honest, these days, they are all pretty much the same, at least amongst the main parties. No, the real concern is the indecision and fog that some commentators predict will envelop the country in the aftermath of a stalemate – with political jockeying to form a fragile coalition that might fail at any juncture, leading to a second or even a third election in a matter of months.

This is what will spook the markets, damage growth and investment, and stop mega-marketing campaigns in their tracks.

And it is that which suddenly sparks the attention of marketers no matter what side of the divide they sit on – brands invest more in times of stability and growth; agencies get more work when brands feel confident and want to splash the cash.

So, whether you’re on the client or agency side, a weak government of compromise effects us all. For the sake of  this great nation, which is well placed for expanding growth and investment (leading to bigger marketing budgets), we need the stability that comes from a strong government – of whichever colour or creed – so please cast your vote on 7 May and make it count.

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

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