One third of respondents on the agency side said that most of their work came from clients based elsewhere in the country, while an additional 15 per cent said most of their work came from clients based in London.

A similar picture emerges from companies based in the South. Nearly half (43 per cent) of those working on the client side said that the majority of their advertising was handled by agencies based in the South of England.

However, there was also a strong tendency among South-based companies to use the capital’s agencies to serve their advertising needs. Just over 40 per cent of respondents said that they used a London agency, probably due to the region’s proximity to the capital.

Of those questioned, 66 per cent of respondents worked for an agency, while the remaining 33 per cent worked on the client side of the business.