Sponsored feature

Is the reality that the best creative marketing talent is based in London? The Marketing Society Forum:

(photo: Ian Bottle)
(photo: Ian Bottle)

A survey has found that brands are having to pay a premium to lure marketers from the capital.


London is one of several centres of creative excellence around the world. It's a hub of creativity because of its density of great companies, brands and agencies.

If you're looking for a marketer or agency with good global experience, you'll often find them in London, thanks to the virtuous circle of talent attracting talent.

It doesn't mean creative excellence exists only in London, as we regularly prove. Crispin Porter & Bogusky is our lead creative agency, but our 'London' Olympics ads this summer were done by two Irish agencies who knocked the brief out of the park.

The result was a perfect example of the kind of work we're famous for, enjoyed by consumers and industry alike.


London is the principal hub for creative services in the UK as it has historically been where most of the UK's biggest advertisers have been located. Leading agencies naturally situated themselves in close proximity to these businesses to maximise their earning potential.

That said, this does not mean that great creativity can be found only in London. There are clearly many capable agencies delivering great work elsewhere. I have used agencies in Bristol and Birmingham that produced consistently powerful work. Manchester and Leeds also have sizeable agency communities.

So, while we in the capital are spoiled for creative expertise, there are plenty of creative minds thriving outside the London bubble.


I know it's not seemly to say so, but it is the case. London houses the country's biggest and best creative and media shops. Most of the biggest brands are based in the South, so it follows that the best creatives would have headquarters nearby.

It's not just marketing - it is true of all creative industries, from fashion to film and theatre to comedy. In fact, one in three of all creative jobs, cross-sector, is based in the capital. While great creativity can, in theory, come from anywhere, it's a fact that most doesn't.

I'm not saying there isn't amazing talent throughout Britain - there is - but globally, creative businesses largely cluster in the capital city. For now, London is the place to be, but who knows where will be next?


This has never been true. Well-marketed brands like Land Rover and Asda have succeeded because of a team of marketers drawn from the regions as well as the capital.

Not every quality marketer wants to work in London. You can work outside the capital and enjoy a better standard of living, or you can stay put and enjoy a better standard of living. It's entirely down to individual taste.

The argument that somehow one is better than the other is riddled with too many exceptions.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message