Regional divide: Should brands choose their agency based on location?
Do brands have a blindspot when it comes to choosing London-based agencies over talent outside the capital?
Historically, London has been considered the epicentre of creativity in Europe. Talent would flock to the capital for better wages and opportunities, and agencies would establish themselves in the city to compete for the biggest clients.
That is slowly changing. In 2023 around 860,000 people left London to live somewhere else in the UK, which is 130,000 more than the 730,000 who decided to settle in the capital, according to figures from the Office for National Statistics (ONS).
Meanwhile, 43% of IPA members are now based outside London, signalling a gradual decentralisation of the industry.
Yet for many, London agencies are still perceived as offering “something more” compared to their counterparts beyond the capital.
