Reshuffle embeds digital and advertising expertise across government 

Now that the dust has settled on the Prime Minister’s weekend reshuffle, several key changes stand out for the advertising and digital sectors. Collectively, they show a stronger embedding of digital expertise across DCMS, DSIT, DBT, and at the heart of Number 10. 
 
Ian Murray is the new Minister responsible for advertising, working across both DCMS and DSIT. A former Secretary of State for Scotland, he also has some familiarity with the department from his time as Parliamentary Private Secretary to the Shadow DCMS Secretary. While he hasn’t made public comments on digital advertising specifically, he has spoken about accurate claims in ads and raised concerns about gambling sponsorship in football. Crucially, he is now likely to chair the Online Advertising Taskforce, making early engagement with him essential. 
 
Sir Chris Bryant MP, former advertising minister, moves to the Department for Business and Trade as a Minister of State. From a sector perspective, this is a positive shift: Bryant takes his direct experience of the advertising brief into a department that shapes wider business and economic policy. 
 
At Secretary of State level, Liz Kendall MP takes over at DSIT, replacing Peter Kyle MP, who becomes Secretary of State for Business and Trade. Kendall’s move places her at the centre of the UK’s science, innovation and technology agenda, while Kyle’s new role embeds a digital-aware perspective into trade and business strategy. 
 
Meanwhile, Darren Jones MP becomes both Chancellor of the Duchy of Lancaster and Chief Secretary to the Prime Minister. This dual role gives him significant cross-government influence. Jones has long taken a keen interest in technology policy, and his presence in No.10 signals that digital will be treated as a central driver of the UK’s economic priorities. 

Finally, Lisa Nandy MP remains Secretary of State for DCMS, providing continuity at the top of the department. 

What this means for the sector: 

• With Ian Murray expected to Chair the Online Advertising Taskforce, industry engagement will be critical to ensure policy reflects the realities of the market. 

• Sir Chris Bryant’s move to Business embeds an informed voice for advertising in a department driving wider economic and regulatory frameworks. 

• Digital expertise in No.10 via Darren Jones ensures technology is more deeply woven into government strategy than ever before. 

• With DSIT and DBT both led by ministers with awareness of the sector, the conditions are in place for more joined-up policymaking. 

Taken together, these changes suggest advertising and digital are now more firmly embedded in the government’s economic agenda than at any point in recent years.