SURVEY


COMMERCIALS 30 INTRODUCTION


It was a year that was at times both frenetically busy and deathly quiet for commercials producers as the wider economy and war in Europe dampened advertisers’ spirits and consumer spending power


Commercials 30 T


he commercials production sector is, of course, just as vulnerable to the ups and


downs of the wider world as every other business. “The landscape outside of the


HOW IT WORKS


For a place in the Top 30, a commercials production outfit is ranked by its showing at eight award shows (Cannes Lions, Clios, Kinsale Sharks, D&ADs, British Arrows, Creative Circle Awards, New York Festivals, APA Collection), its standing among its peers, its turnover and the number of votes its directors and its work received in the survey.


industry will inevitably always have a knock-on effect to what we create, and how we create it. War, recession, a revolving door at 10 Downing Street and unprecedented market uncertainty was always going to translate into industry spending and creative habits changing,” says Kode Media. Radical Media also points to “a possible recession in 2023 due to Brexit, the war in Ukraine” adding up to a “negative impact on ad spending for UK companies.” Rogue says the year was “Challenging! Better than the previous year - but still in cautious recovery mode because of the continued economic uncertainty which hit a low with the second PM and third chancellor of the year’s disastrous mini-budget - but confidence is slowly returning, despite the ongoing war and energy crisis.” Biscuit points to “big clients,


especially tech clients, making a lot of job cuts in the US and UK for the first quarter of 2023. Hopefully this is an over-zealous reaction to the economy and won’t last.” All this could make advertising


more important as Nexus points out that “In the UK over 80% of consumers have already re-evaluated their shopping behaviour meaning brands can’t rely on historic consumer


Spring 2023 C01 Commercials 30


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