- It is a challenging job market for candidates in the advertising industry.
- Recruiters and industry insiders say there are bright spots for job seekers with the right skills.
- Advertising employees with expertise in data, technology and customer relations remain in demand.
It’s set to be one of the most volatile years for the advertising industry.
There is massive consolidation of ad agencies, back-to-office mandates, and the opportunities and threats posed by artificial intelligence.
It’s a lot.
So spare a thought for advertising industry workers trying to figure out their next career move. Do they stay on Madison Avenue? Or take the first exit?
The challenging outlook for job hunters is true for those in the early stages of their careers up to the senior ranks. But headhunters, HR executives, consultants and industry insiders told Business Insider there are bright spots for employees who can duplicate the skills ad bosses are looking for. Those with the best chance of success will be able to demonstrate data and technology skills, as well as a bulging Rolodex of key customer contacts.
“If you haven’t pioneered AI and data-driven roles in the last 900 days, I don’t know what we can offer you,” said Michele James, founder of James & Co, United Talent’s executive search practice Agency.
James added that there would be little interest in a senior executive “if you don’t have interpretive data management skills, a machine learning strategy, if you can’t be a player-coach for your customer partners.” James said this reflects the transformation of the advertising industry.
Over time, advertising agencies have expanded their services from ad creation and distribution to a more consulting-like offering, moving into areas such as digital transformation, data strategy and commerce. As client demands for these services grow, agencies are looking for all-rounders who can bring it all together.
“Both brand owners and agency groups are hiring leaders whose skills equip them to build and choreograph data, technology and content capabilities at scale,” said Gary Stolkin, CEO of The Talent Business, a firm executive research.
A tough advertising job market – with some bright spots
Employment in advertising, PR and related services in the U.S. fell by 1,500 jobs in December to 520,800, according to the U.S. Bureau of Labor Statistics — while overall U.S. employment rose by 256,000 jobs.
Job hunters in the advertising industry are encouraged to look for businesses in growth mode, such as those that have recently received private equity investment and are now growing. Chelsea Jia Feng/BI
While employment in the advertising industry grew by 2,900 jobs compared to December 2023, industry insiders said there were now fewer senior roles. This was partly due to cost-cutting by agencies amid shrinking client budgets. The trend has been exacerbated by mergers such as the upcoming tie-up between Omnicom and IPG, which will create the world’s largest company but is likely to lead to job losses, industry insiders have said.
“Everybody I talk to is getting rid of the higher paid people and hiring again at a different level,” said Lori Murphree, founder of ad industry M&A advisory firm Evalla Advisors.
Murphree said there are some exceptions, such as the group of independent agencies that have recently received private equity investment and are now growing.
Outside: Skills in which AI excels
Industry insiders are updating their resumes to reflect the changing times.
A LinkedIn analysis found that social media management, e-commerce optimization, paid media advertising, performance marketing and influencer marketing were among the fastest-growing skills people in the advertising and marketing industry added to their profiles. their platform between January 2025 and January 2024.
“With nearly 40% of marketers under pressure to measure ROI in the short term, it’s no wonder they’re increasingly leaning on skills like influencer marketing to build trust with their audience and drive continued growth ,” said Tom Pepper, senior director at LinkedIn. . (ROI refers to “return on investment”.)
Advertising and marketing LinkedIn users were less likely to add created skills like “marketing communications” to their profiles, as well as skills like web design and email marketing, where AI is increasingly replacing human labor.
“Automation continues to squeeze PR, copywriting, media owner sales and production roles,” said Simon Francis, CEO of Flock Associates, a marketing and research consulting firm.
Advertising recruiters said they are looking for candidates whose career paths have taken unusual or different turns. This can sometimes indicate that they are adaptable to the ever-changing nature of the industry.
“Instead of skills, I constantly focus on mindset,” said Monica Torres, executive director of global recruiting at ad agency TBWA\Worldwide. “Having a mindset of curiosity and optimism are traits that are always in demand because they will make you a problem solver for clients.”
Advertising executives encourage their peers to seek out unusual career paths and international roles. Tristan Fewings
International experience can also be a bonus, industry insiders said.
Industry veteran Emiliano González De Pietri began his career in Madrid, Spain. He said his career and mindset were rocked in 2013 when he moved to Peru to become deputy creative director of ad agency Circus Grey, later known simply as Grey.
While he spoke the same language as his colleagues, he did not share the same cultural references, humor and understanding of local consumer behavior. He made it his mission to adapt.
“As a student, doing at least a year abroad will do wonders for the world and your ability to be a more interesting person,” said De Pietri, who is now back in Madrid as a global creative partner at McCann Worldgroup, having also made stays in London and New York in between.
“You encounter completely different business problems, situations, policies – you will become a more versatile advertising beast,” he added.
One thing in the industry hasn’t changed: the constant battle for new business. But it’s not just the domain of a dedicated agency growth department. Almost everyone in senior roles is expected to have these relationships, said Sasha Martens, president of executive recruiting advertising firm Sasha the Mensch.
“What you’re seeing is a lot of creatives much closer to the client than they were in the past,” Martens said. “It makes more sense that you need to understand the strategic needs of your customers.”
