Marketing budgets hit a two-year high: what the Q3 IPA Bellwether means for agency capacity

The headline numbers

The Q3 2026 IPA Bellwether Report, published on 15 October 2026, found that 25.6% of panellists raised their marketing budgets in Q3, compared with 11.3% that cut them. That gives a net balance of +14.3%, up from +6.9% in Q2, the highest since Q2 2024 and the third consecutive quarterly increase.

The net balance measures the share of companies increasing budgets minus the share cutting them. It is a measure of direction, not of how much money is being spent.

Every category grew

All seven Bellwether categories recorded growth. Public relations led with a series-high net balance of +15.3%, followed by events at +15.1%. Main media advertising rose to +9.8%, a nine-year high, with other online advertising rebounding to +17.2% and video at +9.8% (IPA).

In the S&P Global release, panellists said positive results from existing campaigns had attracted more investment, and budgets were also increasing to support product launches and lead generation.

Why this matters for agency capacity

When client budgets rise across the board, the pressure often lands on account teams first: more briefs to scope, more status calls, more reporting and more stakeholders to keep aligned. If hiring has not kept pace, that is when response times slip and relationships start to feel the strain.

A few practical questions to ask now:

• Which accounts are most likely to grow in Q4 and Q1, and who will run them day to day?
• Do you have cover for annual leave over Christmas and the new year?
• Are senior people spending time on coordination that could be handed to an experienced account manager?
• Is there a pitch or proposal coming up that needs extra hands?

Flexible support for a busier pipeline

Marketing Support Partners works within your agency, supporting client communication, coordination, proposals and team management, while your clients remain your clients. Find out more about our agency support and team management or our client and account management support.