Executive Summary

The UK has been buffeted by both the pandemic and Brexit for nearly two years. As we begin to navigate our way through a brave new world in 2022, we take a look at how the advertising and retail industries are likely to fare.

Questions this report covers:

• How far will digital video advertising seep into adjacent traditional channels?
• Will Brexit have any appreciable impact on how advertisers manage personal data?
• How will physical stores adapt to cope with a post-pandemic consumer?
• Will trade rules dash UK retailers’ cross-border plans?
• What should retailers do to provide acceptable delivery options?

KEY STAT: Some UK marketers said the pandemic would have an upside for their business in 2021, while very few expected the same from Brexit, per December 2020 polling by marketing agency Impression. Significantly more respondents, however, were still unsure about their implications.