As we step into 2025, the marketing and creative industries continue to evolve at a rapid pace. Some trends have come and gone, but others are here to stay, reshaping how brands connect with audiences and how marketing professionals approach their work. If you’re a hiring manager looking to build a forward-thinking team or a candidate wanting to stay ahead of the curve, these are the trends you need to know about.
1. Personalisation is no longer optional
Gone are the days of generic messaging. Customers expect tailored experiences that resonate with their individual needs, preferences, and behaviours. From personalised email campaigns to dynamic website content, brands investing in personalisation are seeing significant results.
Why it matters: For clients, this means hiring marketing professionals who can leverage data-driven tools to create bespoke campaigns. For candidates, showcasing your ability to adapt and personalise content can set you apart from the crowd.
We suggest: AI tools are making personalisation easier than ever. If you’re not using them yet, now’s the time to start.
2. Authenticity is everything
People buy from people, not faceless brands. In 2025, authenticity isn’t just a buzzword; it’s a necessity. Customers want to see the human side of your brand, from behind-the-scenes moments to genuine storytelling that reflects your values.
Why it matters: In a digital landscape saturated with polished marketing and AI-generated content, authenticity cuts through the noise and builds trust, loyalty, and emotional connections.
We suggest: Don’t be afraid to let your audience see the messy bits. Imperfections can make your brand more relatable and trustworthy.
3. AI is transforming the creative process
Artificial intelligence isn’t just for tech companies; it’s a tool that’s revolutionising marketing and creative industries. Whether it’s generating ideas, streamlining workflows, or predicting customer behaviour, AI is empowering teams to work smarter, not harder.
Why it matters: Clients need to build teams that can integrate AI into their strategies, while candidates should be prepared to upskill and embrace AI-driven tools.
We suggest: Start small with accessible AI tools like chatbots or content creation platforms and build your expertise over time.
4. Community-driven marketing
Brands that succeed in 2025 will go beyond selling products; they’ll create communities. People want to feel part of something bigger, whether it’s a social media group, an interactive forum, or a movement aligned with their values.
Why it matters: Building a community isn’t just about customer loyalty—it’s also about brand advocacy. Clients should prioritise hiring marketers who understand community engagement. Candidates, this is your chance to demonstrate how you’ve built or nurtured communities in previous roles.
We suggest: Focus on creating spaces where your audience can connect with each other, not just with your brand.
5. Sustainability is non-negotiable
Sustainability has moved from being a nice-to-have to a must-have. Customers expect brands to take action on environmental and social issues, and they’re not shy about holding businesses accountable.
Why it matters: Clients should seek professionals who can integrate sustainability into their marketing strategies. For candidates, understanding how to align campaigns with sustainability goals can make you a standout hire.
We suggest: Be transparent about your efforts, even if you’re just starting out. Customers and clients value honesty over perfection.
6. Video content dominates
Video isn’t going anywhere. Short-form, interactive, and live video continue to drive engagement and capture attention in a way other formats simply can’t.
Why it matters: Clients need creatives who can ideate, produce, and optimise video content. Candidates, make sure your portfolio includes examples of video projects or campaigns.
We suggest: Don’t overthink production value. Authentic, relatable videos often outperform polished, high-budget content.
Why these trends matter for recruitment
For hiring managers, understanding these trends can help you identify the skills and qualities you need in your marketing and creative teams. It’s not just about finding someone who can do the job today but someone who can evolve with the industry.
For candidates, these trends are your opportunity to stand out. Whether it’s highlighting your experience with AI tools or your knack for authentic storytelling, showing you’re aligned with the future of marketing will make you an attractive prospect.
Planning ahead with our 2025 salary survey
To help companies and candidates benchmark themselves and plan effectively for future recruitment, we’re currently working on a comprehensive marketing and creative salary survey for 2025. This resource will offer valuable insights into industry standards, helping you make informed decisions about hiring or advancing your career.
If you would like a copy when it’s published, you can submit your interest here.
