What does the SDR mean for UK Creative and Marketing?

WHAT DOES THE SDR MEAN FOR UK CREATIVES AND MARKETING?

Defence is quite a taboo.

War is cruel, ugly, painful, and expensive. But the need for defence and security is, unfortunately, a reality, and much like your car and home insurance… you hope you never need it.

June 2025, the UK Government publish the UK Strategic Defence Review (SDR).
A lot of the review highlights how far behind we are on our defences, specifically, we don’t have the weapons to defend from a distance, we don’t have the capabilities to innovate our own cyber security, and we don’t have enough people, for anything.

But... from a design, marketing, creative perspective.... what does the SDR mean?

Well... after a little read and squinting, here are my top three... things.
If the spend happens, that is.

Recruitment Campaigns Incoming

All things media buying, branding, video, tone of voice, copywriting, design. Expect a wave of tenders for military recruitment and retention campaigns along with internal comms, tone of voice, messaging, and HR-led CSR projects. The British Army alone is aiming to grow to 73,000 regulars by 2030. Adverts on buses and social media for all regiments, and maybe inhouse roles opened up for supporting retention, progression and morale.

UI/UX Design for Defence Tech

The SDR sets out investment into AI, cyber, and autonomous systems. With new divisions forming across MOD and strategic commands, there’ll be major opportunities to support digital transformation. Agencies will be called upon to support on the design and development of interfaces, dashboards, training tools, technology, ai, data management and processing... we’ll see what happens next.

Defence might not be your usual beat. But this year, it might just be one to watch.

Placemaking & National Pride

Expect an uptick in events, exhibitions, and civic activations tied to national pride, military anniversaries, and recognition campaigns. Local authorities and charities will need support to ensure these are meaningful, vibrant, relevant and of course, in making them happen. Designed, advertised, documented, broadcast, each campaign, national or local, will require expertise to succeed. Outside of creative requirements, each event will need security, logistics and operations.

Loads of businesses rely on the defence industry.

So much is needed to support our military and veterans. Car tyres, food, uniforms, technology, medals and badges, watch straps, shoe laces, painting and decorating, and cleaning and fixing, sun lotion, barber shops, dumbbells and dog-tags. There’s a community of people that need supplies and caring for. The need for creative and marketing goes beyond the obvious primes and micros, stretching to all the businesses that serve our armed forces locally, nationally, and globally.