Market comparison
UK vs Ireland: agency markets compared
Media investment is growing faster than most in-house teams are, so capacity in the strongest disciplines is contested. Search and social capability is deep and competitively priced, while senior brand strategy concentrates in a smaller number of groups.
Market size and coverage
Advertising figures come from the named industry body or statistics agency in each market. They are published on different bases and in different currencies, so treat them as scale, not a ratio.
United Kingdom
Budgets quoted in GBP where sourced.
- Total advertising investment
- £46.7bn (2025)
- Quarterly trend
- £12.5bn in Q3 2025
Roughly 10% growth year over year, with UK ad spend forecast to pass £50bn for the first time in 2026.
Source: Advertising Association / WARC Expenditure Report, 30 April 2026
Up 11.4% year over year.
Listed agencies: 75 across 15 cities
Scored on our methodology: 65
Main cities: London (51), Manchester (3), Sheffield (3), Bath (2), Birmingham (2), Bristol (2)
Deepest specialties: Branding (17), Digital Marketing (14), SEO (11), Brand Strategy (10), Paid Media (10)
Ireland
Budgets quoted in EUR where sourced.
- Digital advertising spend
- €1.06bn (2024)
- Total advertising market
- €1.53bn forecast (2024)
Up 11% year on year; digital display grew 15% to €589m in 2023.
Digital is roughly 64% of overall advertising revenue.
Source: Core Outlook forecast, reported by Adworld, 8 February 2024
Listed agencies: 52 across 18 cities
Scored on our methodology: 10
Main cities: Dublin (21), Cork (5), Kilkenny (4), Waterford (4), Athlone (2), Kildare (2)
Deepest specialties: Web Design (23), Branding (18), Digital Marketing (17), Ecommerce Marketing (10), Public Relations (9)
Rules that change the work
These differences usually matter more to a cross-border engagement than price does.
United Kingdom
- Advertising Standards Authority, applying the CAP and BCAP codes
- Competition and Markets Authority on misleading claims and green claims
- UK GDPR for personal data, enforced by the Information Commissioner's Office
- PECR for email, SMS, cookies and telephone marketing consent
Ireland
- Advertising Standards Authority for Ireland, administering the ASAI code
- GDPR, enforced by the Data Protection Commission
- ePrivacy Regulations 2011 (SI 336 of 2011) for email, SMS and telephone marketing consent
What we have published for each market
United Kingdom
- Top 10 Marketing and Branding Agencies in the United KingdomLast researched September 9, 2026
- Hiring a Marketing or Branding Agency in the United Kingdom: A Buyer's GuideWhat the UK agency market looks like in 2026, where capability sits outside London, how the CAP Code, UK GDPR and PECR shape campaigns, and how to build a shortlist you can defend.
Ireland
- Top 10 Marketing and Branding Agencies in IrelandLast researched September 10, 2026
- Ireland Marketing and Branding Agency Market: A Buyer GuideHow the Irish agency market works, what the advertising and data rules require, and how to shortlist a partner with real evidence.
Choosing between UK and Ireland
- Pick the market where the work is being sold, not where it is cheapest. Local media buying, language and consumer regulation are the hardest things to outsource across a border.
- For a cross-border engagement, agree the contract currency, who carries exchange-rate risk, where the work is performed and how personal data moves between the two jurisdictions before you sign.
- Ask both shortlists the same question: show one comparable project, the brief, what changed afterwards, and where those numbers came from.
- Check who actually runs the account. In both markets, the senior people in the pitch are frequently not the people delivering the work.