After the most feverish build up I can ever remember to an autumn budget statement from the chancellor what happened? 

Well, remarkably, she did exactly what she had been briefing out for months – increase in employers’ national insurance contributions, capital gains increases for those lucky enough to have second homes, some movement in the rules on inheritance tax – and more investment in capital expenditure for the NHS and schools. 

Despite the lack of surprises, response has been predictably traumatised – the end of the hospitality sector, the farming sector, and disaster for the market research industry dominated as it is SMEs who will have to bear the brunt of the full 2% impact of the NI increases. 

Yes it’s a hit, but having just come through two of the toughest trading years I can ever remember, a tax that means we have to win two more projects next year feels like a small price to pay if we can arrest the longstanding erosion in confidence that has prevented our clients making decisions, as our budgets disappear over the horizon. 

I don’t want to make a political point here – quite the opposite – it is hard enough in this industry to make the best of things that are under one’s control. Why would I spend time fretting about things that aren’t? Control the controllables, ignore the noise. Embrace the efficiencies that AI can provide, work smarter, invest in a stimulating growth culture, recruit great thinkers, inspire our clients with creative solutions. 

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The Nursery’s expertise covers the full range of the planning cycle from Market Understanding, Segmentation, Proposition Development, Creative Development, Campaign Evaluation and brand and experience Tracking.

CEO David Alterman reflects on the autumn budget..

The budget’s done – now let’s get down to business