"It's time to ditch the 'R' word," said Nik Wheatley last year in an article on Campaign that exposed the regional divide that exists in adland, and the danger of categorising everywhere outside of London as the 'regions'.

It was revealed that £250m in billings has been lost from the North West to London in recent years, due to agencies relocations and advertisers bulling their business from northern agencies.

In this episode, Wheatley dials in from his Manchester media agency Notorious Communications along with deputy media editor Beau Jackson and editor Maisie McCabe. The episode is hosted by tech editor Lucy Shelley. They discuss the regoinal divide, its impact beyond client wins and media investment and what role intermediaries play. They evaluate the edge that agencies outside of London have over shops in the capital, what is needed to level the playing field and if we will see a battle of the independents this year.

Further reading:

Popping the London bubble

Manchester's media boom: 'Mancs genuinely believe they can change the world'

London media should wake up to the power of the regions

Why brands should look outside the London bubble

Brexit: It's time to get out of your London bubble and understand the nation

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