In short
Wake Up to Money: Japan Elections and UK Jobs
Episode Overview In this episode of "Wake Up to Money," host Leanna Byrne discusses critical developments in the Japanese economy following the snap elections won by PM Sanae Takaichi, as well as the latest UK job market figures. The episode also features a conversation about the advertising landscape surrounding the Super Bowl.
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Key Discussions
- Political Landscape in the UK and Japan
UK Political Turmoil
- Morgan McSweeney's Resignation: Keir Starmer's Chief of Staff resigns, raising questions about business confidence in the UK.
- Market Reaction: Tynika Fricke, Senior Fund Manager, states that while government unrest is unhelpful, UK markets may remain stable due to established policies.
- Impact on Hiring: Nicky Fuchs, CEO of Office Space in Town, notes that uncertainty due to political instability can deter businesses from making hiring decisions.
Japan's Election Results
- Sanae Takaichi's Victory: Her party's landslide victory leads to a surge in Japanese stocks, reflecting investor optimism.
- Economic Mandate: Takaichi's win is seen as a strong mandate for her economic policies, which include increased spending and tax reforms.
- Challenges Ahead: Surinjana Tiwari, Asia business correspondent, highlights the structural issues in the Japanese economy that Takaichi will need to address.
- Employment Landscape in the UK
- Latest Jobs Data: The UK has seen a slight easing in the hiring downturn, with permanent staff hiring falling at its slowest pace in 18 months.
- Hiring Sentiment: Neil Carberry from the Recruitment and Employment Confederation discusses the cautious optimism among businesses and how political factors can influence hiring decisions.
- Wages and Costs: Concerns about rising wage costs and national insurance impacts on hiring are raised, with Steve Rigby from Rigby Group emphasizing the need for consistency in government policies.
- Super Bowl Advertising Insights
- Halftime Ads: A discussion on the creative process behind Super Bowl ads, featuring Tom Murphy from VML, who worked on an advertisement for Hellman’s.
- Costs and Celebrity Influence: The average cost of a 30-second spot is around $8 million, and the use of celebrities in ads is scrutinized for its effectiveness and impact.
- Trends in Advertising: The episode notes a shift toward more absurd and quirky advertisements as brands seek to capture viewers’ attention.
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Key Takeaways
- UK Markets: Despite political instability, established policies may help the UK market remain resilient.
- Japan's Economic Outlook: Takaichi’s victory could lead to significant economic reforms, but experts warn of potential challenges due to Japan's high debt levels and inflation concerns.
- Hiring Trends: Businesses are beginning to make hiring decisions again, but concerns about wage growth and political stability remain.
- Advertising Strategies: Super Bowl ads continue to be a focal point for creativity and investment, with an emphasis on engaging storytelling and celebrity endorsements.
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Conclusion The episode highlights the contrasting political climates in Japan and the UK, the evolving job market in the UK, and the high-stakes advertising landscape surrounding major events like the Super Bowl. These discussions provide insights into how political events can influence economic and business decisions both locally and globally.
Written by AI. May contain mistakes. Listen to the episode to check what was said.
Chapters
Tap a time to open that second in VOUK Political Turmoil: Starmer's Challenges
0:45 to 1:49
Discussion on the resignation of Keir Starmer's Chief of Staff and its implications.
“Yeah, we'll be speaking to the creative director behind that one.”
Market Reactions to Political Unrest
1:49 to 2:38
Exploring how government instability affects market confidence and bond yields.
“But in the case of the Labour Party clearly being in place for a while, very clear policies set out, particularly when it comes to financial discipline and discipline around taxes.”
Impact of Government Decisions on Businesses
2:38 to 4:36
Analyzing how government unrest influences business decision-making.
“It does affect people like you and I because it does affect the cost of borrowing, doesn't it?”
Japan's Election Victory and Economic Outlook
4:36 to 7:39
Discussion on the recent Japanese elections and the implications for the economy.
“From what you're seeing, are businesses hiring again or just holding steady?”
Analyzing Japan's Political Landscape
7:39 to 10:44
Insight into the impact of Japan's political changes on economic policies and public sentiment.
“Japanese stocks have surged to record highs after Japan's ruling party, led by Prime Minister Sanai Takechi, has won a landslide election.”
Inflation and Economic Changes in Japan
10:44 to 14:05
Discussion on Japan's inflation issues and the Bank of Japan's challenges.
“Well, let's talk more economics with Chris Shikluna, Head of Research at Daiwa Capital Markets Europe.”
Japan's Economic Shifts and Inflation Concerns
14:05 to 16:30
Learn about Japan's struggle with inflation and the political implications surrounding it.
“And so, it has been increasing the likelihood that we'll have a rate hike from the Bank of Japan again sooner rather than later.”
Japan's Global Trade Relations and Challenges
16:31 to 19:15
Discover Japan's balancing act between the U.S. and China in global trade relationships.
“markets and those investors who have not been thrilled about the Japanese economy for so long.”
Market Reactions to Currency Fluctuations
19:16 to 21:45
Understand how the yen's value affects investor confidence and economic stability.
“That's in terms of the dollar exchange rate.”
AI's Impact on Tech Stocks and Market Volatility
21:46 to 24:51
Explore the effects of AI advancements on tech stocks and market sentiment.
“And we were talking about Japanese stocks, how they've been going up.”
Show all 20 chapters
AI in Business: Balancing Innovation and Employment
24:52 to 26:27
Discuss the implications of AI adoption in workplaces and its impact on jobs.
“And these are questions that take time to work its way through.”
UK Hiring Trends Analysis
28:39 to 30:28
The conversation shifts to the current state of hiring in the UK, with insights from Neil Calgary.
“If you are a listener and you enjoy watching the ads from the Super Bowl, get in touch, text 85058, WhatsApp 08085 909693.”
Political Impact on Business Decisions
30:29 to 31:58
Steve Rigby and Neil Calgary discuss how political changes affect long-term hiring decisions.
“Does political upheaval like that matter when business leaders are making long term hiring decisions or is that just background noise sometimes?”
Wage Growth and Economic Challenges
31:59 to 36:08
The guests delve into the relationship between wage growth, productivity, and economic challenges facing the UK.
“and the sort of shock of 2022 and the big inflation spike has played through the system now and people are really just thinking, I've got to get on with my plans.”
AI and Workforce Dynamics
36:09 to 38:48
The discussion explores the implications of AI on jobs and the need for reskilling in the workforce.
“That applies to my business and probably most of us.”
Impact of Minimum Wage on Employment
38:49 to 41:24
Nikki Fuchs talks about the effects of minimum wage changes on the hospitality industry and young workers.
“birth perspective and we're now clearly getting hold of immigration so that may circulate around that we can sustain around the same level of employees in the workforce, but see increasing economy and growth rate.”
Stellantis and Electric Vehicle Challenges
41:25 to 42:01
The segment discusses Stellantis' recent struggles with electric vehicle production and market assumptions.
“and the pressures they're putting on our companies.”
Stellantis and the EV Market Challenges
42:01 to 45:04
Learn about Stellantis' struggles with EV sales due to regulatory changes and market misjudgments.
“I mean, the short answer is yes, but they're not on their own.”
Super Bowl Highlights and Advertisements
45:05 to 48:36
Explore the Super Bowl's impact on advertising, including standout moments and insights from the ad industry.
“We have had one text in say, why are we obsessed with American trash?”
Celebrity Culture in Advertising
49:16 to 51:00
Discuss the increasing prevalence of celebrities in advertisements and its implications for brands.
“I suppose if you've only got 30 seconds, you've got to do something a bit crazy, but out there.”
Transcript
Automatic transcript. May contain errors.0:00Wake Up To Money from BBC 5 Live Hello, welcome to Wake Up To Money. It's a tale of two Prime Ministers today here in the UK. There's turmoil at the top of government for Sir Keir Starmer. His Chief of Staff, Morgan McSweeney, has resigned, taking full responsibility for advising the PM to appoint Lord Peter Mandelson as the UK's ambassador to the US. What does this mean for business confidence? And over in Japan, the mood couldn't be more different. Sana Itaki's gamble to call snap elections has paid off and it's pushed Japanese stocks to record highs. Also, we'll be taking a look at Super Bowl 60.
0:37But we're the stars of the show, the Halftime Ads.
0:49Yeah, we'll be speaking to the creative director behind that one.
0:57Good morning. Welcome to Wake Up To Money. It is Monday the 9th of February. It is just four minutes past five. Lots of chat about Super Bowl 60 this morning. But if you haven't seen the result, I'm not going to ruin it for you. We're going to be talking about that later on in the programme. Now, it didn't make any of the papers because it was too late in our time, of course. But what does dominate is Morgan McSweeney resigning yesterday. I've got the front page. The FT here, Starmer battles to save Premiership after top aid. McSweeney steps down. Times, PM's top eight quits over support from Mandelson, DM, the Daily Mail.
1:33How long can Starmer cling on? Lots of questions this morning. With me this morning is Tynika Fricke, Senior Fund Manager at W1M. Good morning. Good morning. Tynika, when you've got government unrest, does that hit the markets? It's certainly not helpful. But in the case of the Labour Party clearly being in place for a while, very clear policies set out, particularly when it comes to financial discipline and discipline around taxes. So I would by and large think that the UK market will sort of shake this off a little bit. And one good measure of that is we could look at the UK bond markets, because usually when there's any concern about governments means that yields tend to go up because there's more concerns.
2:28And they're completely flat. At the moment, there's no concern, but clearly this is unhelpful for the party themselves. And when there is movement in the bond markets, it's not just an abstract thing. It does affect people like you and I because it does affect the cost of borrowing, doesn't it? It does. It does. And there's this, in particular from a government point of view, we tend to look at the longer term, so the 10 year and the 30 year. So for us, that is more equivalent to what happens in our mortgage rates rather than what we get in cash. on our bank account. Also with me this morning is Nicky Fuchs, co-founder and chief executive of Office Space in Town, which operates serviced offices primarily in London.
3:12Nicky, good morning. Good morning, Leanna. Thank you for having me on. Well, no, it's a pleasure to have you back. Nicky, I mean, your ear must be to the ground, particularly when you've got all these different businesses in your serviced offices. I'm going to ask you the same question. When there is a bit of government unrest, does that mean that some businesses, they don't want to make decisions possibly? I think the perfect example we've had is the budget that lasted nine months last year. I think that impacted most small businesses, definitely decision making. They were concerned about making decisions with the uncertainty that was surrounding the economy due to the politics.
3:54Now, you're in the post-budget world. How has things been since then? And have you seen businesses are more likely to make decisions and they're more likely to commit to office space? Yes. Well, as a business, office space in town has had a good start in 2026. We've had good sales so far with a broad spectrum of industries taking up space. And we've started our quarterly roadshows with our clients. I've got one today in London. and generally people are hunkering down and getting on with life, as we do. As business people, the uncertainty, you have to lean into it after a period of time. We're also getting just some jobs numbers at 5.35 just later on in the programme.
4:41We will be talking about that. From what you're seeing, are businesses hiring again or just holding steady? I think with the employment rights bill hanging over everybody's head, I think a lot of businesses are perhaps investing money in technology rather than people. And with the national minimum wage, the impact that that's had from when they increased it for 16 to 21 year olds. And that obviously rolls through their entire payroll. I think people are holding back, definitely. And how does that translate for your business? if people are holding back, are they not having as many people in the offices?
5:22And does that then mean for you, actually, I'm renting smaller spaces? Not really. Post-COVID, people have introduced hybrid working. And although many, many people are coming back to the office and we're seeing our footfall increasing continuously in the use of our meeting rooms and event space, they have not taken desks for every person. so their headcount has less of an impact on their fixed costs in terms of office space with us and of course we're very flexible we move our clients you know when they need to be moved not just because their license has come to an end what what about you Tenneka are you you still hybrid yourself yeah we we're still hybrid but um you know we're sort of in expanding mode if anything We're sort of taking people on.
6:15But I think that will depend company on company. But I think what is certain that as advances in technology move quite quickly, that wherever you are, we are trying to be more efficient with what our people can do using technology. Now, Tineke, we're going to talk about Japan now. Japanese stocks have surged, haven't they? Yes, it's so exciting. Maybe not for all, but we are global investors and we have some investments in Japan. And, you know, the Japanese equity market has been a strong market, up 33 percent the last 12 months. And on Friday, they closed quite strongly. Clearly, you know, that's sort of a bit of a hope indication, hoping that the election would turn out to be a good one, which the market hoped that it would be a good win for the prime minister.
7:10And those hopes have been superseded. So super majority, a much bigger win than the equity market expected. So up 4%. I think it closes at six o 'clock our time. So we're still not there. I think it opened up stronger, nearly 6%. So we've given a little bit back. and it's led by those sectors where the Japanese Prime Minister has been very clear that she wants to invest. There you go. All right, Tineke, well, let's get into it because as Tineke just mentioned, Japanese stocks have surged to record highs after Japan's ruling party, led by Prime Minister Sanai Takechi, has won a landslide election.
7:49Takechi has pledged to step down if she failed to gain a majority, but the gamble has paid off. She now has a powerful mandate for economic policies, which include higher spending and taxes. Surinjana Tiwari is our Asia business correspondent and joins us from Singapore. Surinjana, so you've been watching this. Just tell us, I mean, this is quite a gamble. It's paid off for her. And now she's got this really powerful mandate for economic policies. How do we see this playing out? Absolutely. I mean, I will say politically it seems to have paid off. It could have gone either way. It was largely expected that she would get back her, you know, get enough seats, that she would win the election, that she would get a majority.
8:35That was even expected. But I don't think the number of seats that they managed to get, the LDP, was expected. And that's partly because she is personally very popular as a prime minister. It's very much driven by personality. She gets a lot of attention because of her appearance. But she's also really spoken to voters in terms of the cost of living crisis. She's promised to ease the high rising prices for households and people who are really suffering from that inflation. Of course, the Japanese central bank is very cautious when it comes to raising interest rates. And so that hasn't had much of an impact.
9:21Now, whether she's able to push through those really ambitious economic reforms is the other big question, because Japan's economy is facing such, such deep structural issues. And it's an interesting one. They were worried about a lower turnout, weren't they? I just see on the front page of the FT, there's a photograph of Japan completely, you know, just in snow. So what people did, they turned out and I believe younger voters turned out too. That's right. And, you know, 90 % of her of young people support her. So she has she has a lot of support amongst young people. But a lot of the experts, a lot of the economists that I've been speaking to, they have sort of raised caution that her proposals don't really work.
10:09And that's because Japan has one of the world's largest government debts, and she plans to increase spending in order to try and boost growth. And lots of experts are very concerned about that. Obviously, the markets, ever since she came into office, were also concerned about the weakening yang. They were also worried about the bond yields as well. And if she increases government spending, if the interest rates will have to be increased because inflation is not going to be tamed, then there will be concerns around the bond market as well. And of course, the bond market in Japan is very extensive and can affect, you know, decisions made in Tokyo can affect markets all around the world in emerging markets, as well as, you know, developed economies like the UK and the US.
10:56Well, let's talk more economics with Chris Shikluna, Head of Research at Daiwa Capital Markets Europe. He's also a keen Bank of Japan watcher. Chris, good morning. Good morning. Chris, can you explain Takeichi trade for us? OK, well, I think we need to consider different markets because investors in different markets seem to have very different views about Takeichi and policy platform. I mean, certainly if you look at investors in Japanese stocks, and of course, Japanese stocks have rallied today. Well, investors in Japanese stocks have certainly been long believers in Takeichi. They like her pledge to end austerity.
11:37They love her promises of more investment to boost growth and enhance resilience. They like the fact she's identified several strategic sectors such as defense and AI to benefit from extra policy support. And they also welcome the fact that she's committed to consider a two-year cut in the sales tax on food. So that's all well and good. But if you speak to an investor in Japanese government bonds or in the yen, I think it's fair to say they've been pretty agnostic, if not downright skeptical, about Takechi's intentions because Japanese government debt is so high. and those investors want to know how Takechi intends to finance her plans for extra public spending.
12:23So if you look at the market today, Japanese government bonds indeed did weaken a bit today and the losses were only restrained after the Minister of Finance suggests that she doesn't want to be funding the promise cut in the sales tax for a higher borrowing and the yen only recouped its initial losses after the Minister of Finance and its senior currency officials threatened intervention to support the exchange rate. So you can see there's a clear difference in view between how the markets view her, depending on whether you're investing in stocks or if you're investing in bonds or the yen. And of course, you're a close watcher of the Bank of Japan.
13:03Does this election make life easier or harder for it? Well, to some extent, it makes it easier because as for investors, to some extent, the big win for Takeichi provides greater certainty about policy making going forward, at least in terms of fiscal policy. It reduces uncertainty because I think both Bank of Japan and investors know that when Takeichi puts forward a concrete plan, she ought to get it through the parliament. So there is a degree of greater certainty about the outlook here. But of course, what happens to the yen if we have significant weakness of the yen or if there's a problem in the bond market, the Bank of Japan is going to find that a little bit more difficult to deal with.
13:54Certainly, they've been wary of the fact over recent months that the weakness in the yen has been injecting a bit more inflation into the Japanese economy. And so, it has been increasing the likelihood that we'll have a rate hike from the Bank of Japan again sooner rather than later. Yeah, Chris, actually, when you mention inflation, I think that's an important backdrop, isn't it? Because, listen, this is the world's fourth largest economy. But, I mean, it's had zero inflation for years, didn't it? And in fact, its interest rates were in the negatives. That's right. But over recent years, particularly since Shinzo Abe was prime minister, Japan has had significant success in terms of shifting out of that deflationary loop and very much normalizing as an economy.
14:45I mean, if you look over the past few years, we've had inflation that's been consistently above the Bank of Japan's 2 % target. We do expect actually it to fall back below 2 % over the coming few months. But there is a question about whether or not it will actually then remain somewhat lower below 2 % or whether it will in due course return back above 2 % due to various pressures such as the weaker yen. So, Janet, that's really what brought a lot of people to the polls, isn't it? It is that inflation. People aren't used to inflation in Japan and they're kind of worried about rising prices, aren't they?
15:27that's right and the big concern as well is that wages just haven't been growing and you can see it last time i was in japan just late last year you can see it in the convenience stores for example there's a small snack called onigiri which is basically rice wrapped in seaweed and that has always been known as being 100 yen students and office workers really rely on that as a staple and some convenience store managers were telling me that they've had to raise the price so it's no longer that snappy sort of 100 yen and the other ones that want to keep it at 100 yen have had to shrink it. Now again, Sanai Takaiichi has said that she is going to cut those consumer taxes and especially for food and beverages which will provide some relief but long term there are lots of concerns about how she's going to fund that kind of tax cut, even with the finance minister coming out and saying she's not going to issue a new bond in order to do that.
16:28And it's only going to be for two years. But you've really got a balancing act between ordinary people and the markets and those investors who have not been thrilled about the Japanese economy for so long. And everyone is really hoping that those investors come back and those industries that Takahichi who really wants to invest in will get the required investment and the innovation in order to help boost growth. What about its relationship with the UK? Sir Keir Starmer was there two weeks ago. There was a prospect for better trade relations between the two? I think that was a really good sign.
17:05Sir Keir Starmer was also in China inking a number of trade agreements. And he wasn't the only one. Obviously, we've had the Canadian Prime Minister in China recently as well. And he managed to sign a number of quite significant agreements, especially on electric vehicles. Look, I think Donald Trump's trade and tariff war has upended global trade. It's certainly reshaped supply chains in this part of the world. And so when it comes to alliances, they're also being reshaped. And Japan's in a really interesting position because it's an Asian economy. It's a big exporter. It's a big manufacturer of goods, especially cars and electric vehicles and defense equipment, as you've already mentioned.
17:47But also it trades with China very closely and China's influence is rising, you know, whether the U.S. likes it or not. And so it's a real balancing act between the U.S. and China for Japan. It seems that Takechi is keen on looking towards the US. But again, experts that I've spoken to said that she shouldn't ignore China and the future influence that it might have, especially in the region. It is a major exporter. And Chris, Sanaa Takechi, she says she's comfortable with a weaker currency. But is there a point where weak yen stops helping exports and starts causing problems? Well, it depends whether you're a firm that is producing entirely domestically or if you're a firm that's relying on imports of various components.
18:41And then, of course, the wheat yen injects additional costs into your business. So I think one needs to look at the impact from one business to another. But certainly in terms of the overall macro economy, there is the risk that the weaker the yen goes, the greater nervousness that investors in Japan's bond market get. And we end up with some kind of unpleasant link between the two, a loop between the two. And that becomes a greater loss of confidence in the economy. So I think a couple of weeks ago, we had what was called a rate check when the Federal Reserve on behalf of the Japanese economy gave a clear signal that they might be ready to intervene around the 159, 160 mark to the yen.
19:38That's in terms of the dollar exchange rate. and there's a good chance that if the yen slides down towards that level again that we will indeed get actual intervention just to draw a line in the sand and to demonstrate to investors that there is a limit to the weakness of the yen that the authorities are willing to tolerate. Now, Sir and John, some people are saying that this is a win also for Donald Trump because he endorsed Takeiichi, didn't he? that's right and there were lots of questions about about that endorsement it's very unusual for a foreign leader to endorse another prime minister but as i said you know he has recognized that um the two countries are important trading partners especially uh they're also strategic partners to again counter uh china rather and uh takeuchi has also made some comments about taiwan which has really increased tensions between China and Japan and has affected tourism as well.
20:40Another big contributor to the Japanese economy, Chinese tourists coming in and especially group tours, which have stopped as a result of that diplomatic spat. But I will say that, you know, Donald Trump did visit Japan late last year when he was on his Asia tour. And the two sides signed an agreement on critical minerals, which is really interesting because that's aimed at reducing the dependence on China, of course. But also it shows that the two are willing to work together. And it also plays to what Takeichi has talked about as well, increasing investment in critical industries within the country.
21:19Rare earths play a big role in that, in the likes of electric vehicle making and defence making and aircraft making, for example. and also that working together with major trading partners in order to try and ease those supply chain constraints. All right, Srinjana Tiwari, our Asia business correspondent from Singapore. Thanks so much for joining us. And Chris Shikluna, Head of Research at Daiwa Capital Markets Europe. Been an absolute pleasure. Wake up to money from BBC Radio 5 Live. And we were talking about Japanese stocks, how they've been going up. But US markets have been choppy last week.
21:55tech stocks in particular. Going into Friday, the S &P 500 was heading for its worst week since October before rebounding sharply. Tinika, I'm going to come to you on this one. Can we talk about this? Like why, well, basically a lot of people were saying the reason is because people are worried about AI and AI taking the role of tech companies that are currently already here. Can you just explain this to me? Because it can be complicated, can't it? It is complicated because there's different perspectives. I think the one perspective that probably everyone kind of agrees on is that there's a lot of progress in AI and that it will change a lot of things.
22:37But what we're not so sure of is who will be making money on this and who will have business models that will be completely changed. So what we saw last week, we had results from Amazon, for example, but also Alphabet, which is the Google owner. The results were fine. But there was a huge increase in the amount of investment that these companies are spending on AI. So Amazon spending$200 billion, huge sums. It was sort of about 36 % more than expected. and Google spent about$91 billion last year and they're going to double that. So$180 billion. So that's a lot of investment and the market is just not sure, you know, what money they're going to earn on that investment.
23:33You know, what is the return? So that's one side. So they got sold off because the market is just worried and it will take time, right, before we can make money on that. And what we also saw as, you know, AI progresses that Anthropic launched a number of new features on their AI, including some legal and financial plugins. So any company that does that, they fell by about 10, 15 percent. So a lot of falls in software companies, data analytics companies. So there is – and the flip side, so the market sometimes can think quite simplistically. So anything that's perceived as heightened AI disruption uncertainty, let's just sell those, shall we?
24:27So they get sold. So the concerns may mean we sell it rather than wait and see. And companies that don't have much AI risk, they tend to do better. So consumer staples and utilities and banks. So huge differences. So you could have shares up 20 % and shares down 20%. So very, very volatile. And these are questions that take time to work its way through. So we won't know who the winners and the losers are for quite a while, I suspect. Nikki, I'm really curious as to what you make of AI, Because obviously you operate service offices, but maybe you use AI in your everyday business. But then at the same time, you might be like, I don't want AI to take people's jobs because then they won't be in an office.
25:21I live in that counter argument continuously. We are obviously embracing AI wherever we can. Microsoft Co-Pilot, ChatGPT, looking at workflows. using it to help us. We're very focused on community. So using AI to help us find connections between all of our different clients and industries to help nurture those introductions between our clients within our buildings. So we're trying to be really thoughtful about how we use it. We have a very lean staffing level within our own business. So AI is not going to impact that because the human interaction in office space is so important. And so we aren't going to remove staff numbers as technology improves.
26:18We'll just realign how we interact with our clients. But AI as a whole, you know, for humanity, yes, it gives me grave concerns about how we're going to control its growth and implementation. Yeah, because, I mean, you're saying that you're not going to get rid of staff, but then you might see other companies that are. Yes. And it may very well impact our clients. Currently in the conversations that we're having, they're very much across the board saying we want to use technology to improve our systems and utilize our staff on a more client facing basis. So they aren't talking about cutting staff.
27:09And we have a wide range of businesses, as I said earlier, in the types of businesses that we've taken on this year, from financial services, recruitment, IT to law. So that's what they're saying. But, you know, it's still very early days. Absolutely. Wake Up To Money from BBC Radio 5 Live. Good morning. Welcome back to Wake Up To Money. If you've been listening, if you've just joined us, welcome. Did you watch any of the Super Bowl last night? this morning. I'd be impressed if you managed to get up for our show and also watch the Super Bowl but maybe you just haven't gone to sleep. We've got Nicky Fuchs with us.
27:44Nicky, have you watched any of it? Have you seen any of the coverage? Are you interested in the halftime show? I'm afraid I haven't. I was fast asleep in my bed, getting my beauty to sleep for today, Liana. Very important. But I did listen to the Charlie Pooh, I can't say it, Pooh. Yeah, yeah, yeah. And I thought that was beautiful. Yeah, I had a little, well, I had, I think I watched half of the halftime show with Bad Bunny. Wow. Yeah, it's like, well, I just watched it on TikTok, basically, on the way in on the taxi. I was really colourful. I have to say, we got great stuff. We got Lady Gaga was there.
28:21Nikki, Ricky Martin. Yeah. My grand favourite. Yeah, really, really colourful. Absolutely brilliant. And, you know, we had the result there in the news. But, no, absolutely great. I would really, really definitely recommend watching it. Of course, one big thing is the ads too. If you are a listener and you enjoy watching the ads from the Super Bowl, get in touch, text 85058, WhatsApp 08085 909693. And if you're listening on BBC Sounds of the Podcast, just use the hashtag WakeUpToMoney on social media. Tell us what your take on the ads are. Some of them are absolutely mad, but they have to be very eye-catching and they cost a lot of money at the end of the day.
29:06All right, let's move on. We're talking about hiring. The UK's hiring downturn eased a little in January. Permanent staff hiring falling at its slowest pace in 18 months. That's according to a report from KPMG in the Recruitment and Employment Confederation, or EC, out this morning. Joining us, Neil Calgary, Chief Executive of the Recruitment and Employment Confederation, which represents more than 3 ,300 UK recruitment businesses. Neil, good morning. Good morning. So what's your reaction to this latest report? Is this the best that we could have done? I'm pretty close, actually, considering we've had a long two to three year period of real treacle in the hiring market where it's never been absolutely terrible, but it's been going backwards for a long time.
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29:52What's telling for us as recruiters is we know that temporary recruiting always picks up before permanent recruiting. Permanent recruiting lags a bit. And in these numbers, we see temp jobs rising. by their fastest rate in 18 months, but also quite allied to permanent recruitment really just beginning to level off. I think we're beginning to see some potential. And anecdotally, talking to REC members around the country, I think there was a real vibe shift from companies in January looking at making some decisions. They've probably been kicking the can down the road a bit for the last couple of years.
30:28That seems to be coming through now as well. When you talk about this wait and see approach from employers, we have Morgan McSweeney resigning as Downing Street Chief of Staff, taking responsibility for advising Kurt Starmer to appoint Peter Mandelson to the UK as UK ambassador to the US. Does political upheaval like that matter when business leaders are making long term hiring decisions or is that just background noise sometimes? I think it depends on the nature of the political upheaval. I don't see changes in the casting characters at Downing Street being something that will shift the market.
31:04But things like budgets really, really do. And we see that in our sentiment tracker of hiring companies. We can see that the six weeks before the budget, when the Chancellor was talking up how tough it might be, you could see sentiment going backwards and then it's likely to recover a bit when the budget wasn't quite as bad as businesses feared. I do think there's a bit of an attitude now that we just live in a more riskful time and business leaders need to make decisions about what they're going to hire for and what they're not going to hire for. and certainly we see that in the activity pattern coming through now in our surveys where AI is going to change the world but we don't know how.
31:43We still have to make things. Politics will change the world but we don't know how. We still have to deliver services. So there's a little bit of, I think business is getting used to the fact that there's a pattern of risk and opportunity that maybe was a bit more predictable between 2008 and 2022 and the sort of shock of 2022 and the big inflation spike has played through the system now and people are really just thinking, I've got to get on with my plans. Well, we have a business leader here on the line, Steve Rigby joining us. He's co-chief executive of Rigby Group, a technology company which employs 3 ,500 people in the UK.
32:19Steve, good morning. Thank you so much for joining us. Hi, good morning. Well, I'm talking about that wait and see approach from employers and what we've had with McSweeney's resignation, yet more turnover in the government. Steve, how will business leaders be feeling about that upheaval? I think the real danger here is that we're starting to feel like Italy rather than Great Britain from a prime minister's perspective. And, you know, we're supposed to be a very stable economy, the fifth largest in the world. I think externally, this approach that we have of our political classes, thinking that they can rotate leaders every year is really disappointing.
32:55And what we need now the Labour Party to do is, A, act like a party and get behind its leader and, B, recognise that they were given a mandate a really short period of time ago. And lurching to the left is a very different position for the country to take. They're already under pressure in the polls. And I just really hope some common sense comes through from the Labour Party. And now that Morgan McSweeney is gone, that they try and get behind Keir Starmer. So I really get a sense from you that actually when there is upheaval in politics, that that does have an effect on your decision making. We saw last week movements in sterling against both dollar and euro when this sort of started to unfold.
33:36And people are very naive to think that the UK fiscally is in a strong position today in the markets, both for debt and our currency. Our currency devaluing drives us inflation further. and I just think we're in a position where the UK will become under sustained pressure. It's not good for business, it's not good for the consumer, it's not good for cost of living and inflation. So all things round, what we need now is a period of calm and stability. We already have a lot of tests ahead for Keir Starmer. We've got to get to this next by-election and the 7th of May overall national elections. So let's see where that goes to, but I just really hope some calm heads start to prevail this morning.
34:16Now, you know, Steve, you have a significant company in the UK. Would you ever be in rooms or situations where you can actually make that point to either the prime minister or somebody close to him? I am lucky that the prime minister and his office of number 10 have a partnering team who engage me regularly. Again, all these things as business leaders, if you change ministers, especially prime ministers, all those relationships go, you have to restart from scratch. So the upheaval, you know, clearly for the country is most important of all. But for those of us that do engage with government on a regular basis, all of that changes the moment somebody changes in number 10 or in Treasury or where whichever department applies.
35:00We had 65 of 90 ministers change in the last cabinet reshuffle. So change isn't needed. What we need is consistency and we need some confidence in the markets. Now, obviously, we're talking about jobs right now. So you see something like that and you say, oh, I have plans to hire, but I might hold off on that. I think generally it was interesting seeing this job report that came through. I mean, I just see persistent weakness in that job report. I mean, yes, notionally the data was slightly better. But I think the single biggest issue for jobs today is the rising costs of jobs. So, you know, we're at 4.7 % in this report in terms of wage rises.
35:42believe it or not, 7.8 % in the public sector, which is truly unsustainable. So the challenge you have is the economy is not growing that fast. The economy growth is a mixture of inflation plus the growth rate. But nevertheless, it's beneath that 4.7%. So that means basically you have to have fewer people to do the same amount of work. So what we really need is to get that under control, get that tamed. I think once we do have that, we can then start to see a bit more confidence. That applies to my business and probably most of us. Neil, could you come in on that, actually? Because when we talk about wage growth for workers, it's strong, particularly for highly skilled workers.
36:20But is that actually something to celebrate for the likes of Steve? Steve? Well, I think wage growth, we all like wage growth, but as Steve was hinting at, wage growth is sustainable where it's matched with productivity. And if you look at, for instance, the public sector wage numbers, public sector productivity has been flat for about three or four years now. So that is not truly sustainable wage growth. In the private sector, I think this question of cost and how much regulatory cost is setting wages now has become really powerful. The national insurance rise in the budget of 2024 is a big driver of that long period of weakness that Steve's picked up on in our surveys.
37:06And of course, that's doubled down on by the potential impacts of the Employment Rights Act, where one of the things government could do to give some of the confidence that Steve was talking about is a much more pragmatic approach to applying that and the cost that that adds to employment from April on. We've probably got potentially quite a good picture to get investment going in terms of where the UK is broadly macroeconomically, but some of that stability and that sense of if I invest in creating jobs here, it will be sustainable for me and my business. That's the goal for government, And that's going to require more pro-business tone than we've seen over the last year.
37:47Steve, I want to bring you in again on that. Just when people talk about why people aren't hiring, sometimes they say, listen, it's too expensive to pay the employee. It's too expensive to pay for the tax bill to pay that person. And then also maybe that person, their job could be done by AI. I think this is the real challenge we face in society today. We have this huge issue on the horizon of job displacement, and we need to get our heads around that as businesses and as governments about reskilling. And our learning and development budget as a country, you know, I think we're spending 30 percent less today than we were 10 years ago collectively.
38:26So there is a real issue appearing on that with AI. Clearly, it's going to affect young people. but also I worry about those people in the middle stage of their life who may see you know seismic shift in their roles and an inability to replace that role if it's lost so there is a general trend I think where we may well see increasing productivity increasing scale of economy but not an increasing workforce that may be okay we've got we've got a declining population from a child birth perspective and we're now clearly getting hold of immigration so that may circulate around that we can sustain around the same level of employees in the workforce, but see increasing economy and growth rate.
39:07Time will tell, but it's definitely critical to get ahead of the issue around learning and development. How are you introducing AI into your business? How are you using it? And have you ever at any point said, actually, you know what, I can cut a couple of jobs here and just replace that by AI? Yeah, we, I'm sure, like many people through the National Insurance Rise, did move roles to offshore. That was a way of partly mitigating that very substantial cost increase that came through. And we as an organisation, we're a big technology business. We're clearly looking at AI as an opportunity to both increase productivity, to reduce cost and increase our competitiveness.
39:43So if that can all be achieved through using technology, we, like everybody else, will have to pursue that if we're to sustain ourselves as a business. All right. Steve Rigby, co-chief executive of the Rigby Group. Thank you so much for joining us. And also Neil Carberry, Chief Executive of the Recruitment and Employment Confederation. Thank you so much to both. Now, Nikki, you've been listening to that. Nikki Fuchs, can I just bring you in? Because obviously you have, you know, you have people coming in and they're leasing your offices, but also you employ people as well. Is it more expensive to employ people?
40:19And has that been an issue for you? It has been an issue. And we also, we have two businesses. We have Office Space in town, which is the service offices, and we have a hotel in Devon. And at the hotel, we've always employed young people. We've put them through apprenticeship schemes. But we have, wherever possible, paid them national minimum wage rather than age-relative minimum wage. But this massive shift in the minimum wage for 16 to 21-year-olds, I think, has had a massive impact on the hospitality industry and for young people starting out in all areas of work. And it's put employers off.
41:08And I thought it was quite interesting what Steve Rigby just said, that obviously he's a technology company, but his first reaction was with the national insurance increase was to move staff offshore. That's before even AI has had an impact. We really need to look at what the government is doing and the pressures they're putting on our companies. They need to remove some of these barriers. Just so many questions really about technology these days and just all the advancements that we've made. Also in electric vehicles, there's an interesting one, Tinica, for you. Carmaker Stellantis had a brutal end to the week last week.
41:47Its shares almost lost a third at one point on Friday and that came after it announced a major scaling back of its electric vehicle ambitions. So was this a misstep for Stellantis, do you think? I mean, the short answer is yes, but they're not on their own. So yes, Stellantis, I think in the end, the shares closed down 25%, but Ford and GM, for example, in the last sort of six weeks have made similar decisions. And this is really down to, you know, obviously when you're a car manufacturer and you need to plan your car sort of three to five years in advance. So what all these companies, including Stellantis, have found is they assumed more people would drive EVs in the US, electric vehicles in the US.
42:39And clearly there's been some changes in the US emissions regulations under the current government. So the sales are just not happening. So they had over-invested in particular EV products. And I understand from Stellantis it's a specific line of trucks that the US customers are just not buying. So they're scrapping that. So it's a big cancellation. And again, Ford did a similar thing. So, yes, to some extent, these companies need to make some future prediction based on the government's regulations at that time. And then regulation change and it makes it really difficult. But what is a little bit Stellantis specific is that there's also some operational things that didn't quite go right.
43:26So there's big provisions that they had to take. So there's some operational stuff that's Stellantis specific. And also it's a matter of trust because only in December they gave guidance to what might happen. And then six weeks later, they scrapped the guidance. So that really means that the market just worries about it. That's why Stellantis fell a lot more their shares than Ford and GM, for example. And Stellantis makes its Chrysler Fiat, isn't it? Well, you know, that's a thing. It's not the only one that has taken this decision or had to essentially say we're not getting as many EV sales as we thought we would.
44:05But the thing is, one of the things that Solanta said on Friday was that we expected more sales. Why do you think that it just hasn't materialised? Yeah, and partly it is because a lot of, you know, in most countries, electric vehicles are more expensive than, you know, traditional petrol cars. and you also need charging infrastructure, for example. And the US, the charging infrastructure isn't great. And then obviously the Trump government has done a U-turn. So these trucks particularly are just not selling as much as they had hoped. And yeah, so they made a misjudgment. but it is difficult when you're making a product that relies on a government policy.
45:04Fair enough. Okay, right, let's talk Super Bowl. We have had one text in say, why are we obsessed with American trash? Leave it on the other side of the pond from Sue in Portsmouth. Sue, maybe you should turn off your radio at this point. And anyone who wants to catch up on last night's Super Bowl and you don't want to hear the results, I'm going to give you a spoiler alert. You may want to turn your speakers down. I'll give you two seconds. One, two. OK, yeah. Seattle Seahawks absolutely dominated the New England Patriots and won the Super Bowl 60. We also had a very vibrant halftime show performance from Bad Bunny.
45:39Huge celebration of Latino culture. Iconic moments with Lady Gaga, Ricky Martin, my grand favourite, as I already said. There was a real onstage wedding as well. Pretty cool. But you've got to pull out all the stops because for the past three years, the event's been the most watched broadcast in American television history. And that's more than enough to justify big budget superstar filled adverts like this year's from Hellman's Mayonnaise. It features Neil Diamond inspired song Sweet Sandwich Time and stars Ellie Fanning and Andy Samberg. I was born in this deli My best friend was that baloney That is until I met you Sweet sandwich time Hellman's makes it taste so good This is how I make friends There you go.
46:36Great audio and you should see it in person as well. Behind that ad is VML and joining us from New York is Tom Murphy, its North American Chief Creative Officer. Hello Tom. Hello. Great to be here. Yeah. Did you watch the game? What did you make of the result? Oh, of course. The game was a bit one sided, but it was still exciting. And of course, I was tuning in for the game, but also for the ads. Yeah. I mean, the Super Bowl has become one of the last moments where people actively want to watch ads, isn't it? Does that give you a bit of pressure from you on the creative side? It does. Of course, we love it in the ad industry because people really do tune in to see the ads, to debate the ads.
47:17But we're, you know, we and our clients are spending a ton of money. So it really ratchets up the pressure. Talk us through how a Super Bowl ad actually comes together. How far in advance does the work start? For us on Hellman's, we were working on it in June of this past summer. So we really start quite early to develop the idea and then get our talent on board and produce it. It's quite a journey. And how do you know where the spot is going to land? Is it just essentially how much you're going to pay? And what are the prime spots that you want to get? Yeah, I think people tend to want to be on the earlier part of the game because depending on how the game plays out, viewers can drop off towards the end of it.
48:05So the spots in the first half tend to be a little bit more expensive. So, for example, this one, because obviously it was a bit one-sided, as you said. People were like maybe dropping off and say, I'm not watching this anymore. So Hellman's, what spot was it at? Did it get a prime position? We were a little bit later in the game, but I still think a lot of people were tuned in. And it's again, it's such a big celebratory night in the States and everyone hosts parties. So a lot of people were still watching. Yeah, there you go. Now, there's been a lot of talk about the ads feeling very weird, very quirky, even deliberately absurd this year.
48:42Why is that? I think, you know, we're we're it's all about trying to hold people's attention. And I do agree that there was sort of an absurdist surrealist streak. There was a Squarespace ad featuring Emma Stone that was had a very surreal bent. Dunkin Donuts always does something interesting. And they did a 90s kitschy sort of sitcom send up with Ben Affleck and a bunch of 90s sitcom stars. So, yes, the weirdness was out in full effect tonight. Well, how much does it cost to place a 30 second ad during the Super Bowl? I suppose if you've only got 30 seconds, you've got to do something a bit crazy, but out there.
49:23Yes, yes. The average 30 second spot in the game this year was around eight million dollars. A lot of brands would actually buy a 60 second spots as well. And so you can imagine it's it's quite a bit more for that. But I mean, so, OK, that just that's the cost to put the ad where it's going. But to create the ad as well, how much would that cost? Because there's so many celebrities as well. I felt like there was no celebrities left in the world that weren't on these ads. I know, exactly. People keep saying, have we hit peak celebrity, you know, overload in the Super Bowl? And it just keeps getting more celebrity dense.
50:03So, yes, you're paying for the media spot. But then you're paying, you know, if you have a celeb, that's money. and then to produce the film is a bunch too. So it does add up. Yeah, well, do you think that they maybe would risk overdoing it in terms of celebrities? And do you feel like that that maybe might pull back at some point? I think so. I think it's all about, you know, how you use them and are you using them smartly? They do help you tap into the fan base of that celeb. And it's really a way to kind of, you know, up your impressions and your reach. but I think you have to use them smartly and some brands I feel kind of use them indiscriminately and I love the brands who really have a reason for using those celebs.
50:48All right, Tom Murphy, North American Chief Creative Officer from VML who was behind that Almond's ad. Thank you so much and thanks to you so much for staying up because I know it's quite late your time. Thanks so much for joining us. Of course, it was fun, thank you. And also thank you so much to our two guests, Nikki Fuchs, co-founder and chief exec of Office Space in Town. which operates serviced offices primarily in London. And Tinika Fricke, Senior Fund Manager at W1M. Wake up to money from BBC Five Live.
51:46We'll be right back. Just a stunning score. One of the all-time great tries. The Rugby UniWeekly podcast will be daily throughout the tournament with all the best insight and analysis and the biggest names in the game. The Six Nations. Listen on BBC Sounds.
From the publisher
Leanna Byrne finds out how the Japanese economy will fare under PM Sanae Takaichi after her resounding victory in the weekend's snap election. And we get the latest snapshot of the UK's employment figures. Also, what does it take to fill the half-time advertising slot during the US's biggest sporting event? We touchdown with the creative mind behind one of this year's Superbowl ads.
