Which Parts of the UK Marketing Sector Are Thriving in 2025?

The marketing industry has been through ups and downs in recent years. Budgets are tighter, hiring decisions slower, and competition tougher.

But not every part of the sector is struggling. Some areas of the UK marketing sector are growing strongly in 2025, creating real opportunities for agencies, businesses, and candidates alike.

So, which marketing disciplines are thriving right now, and where should you focus if you’re hiring or job-hunting?

PR & Communications in 2025

PR remains one of the more resilient areas of marketing. When businesses face uncertainty, they double down on reputation management, trust, and crisis communications.

• According to the PRCA, UK PR spend is expected to grow another 4% in 2025.
• Corporate and financial communications are particularly strong, as regulatory scrutiny and ESG reporting rise.

For clients: Agencies with PR expertise are well-placed to win work.
For candidates: The best opportunities are for PR professionals who combine traditional comms with digital content and influencer engagement.

Social Media & Content Marketing Trends

If there’s one channel that keeps delivering, it’s social. But it’s now a video-first environment.

• Short-form video is outperforming every other format, with ROI up to 80% higher than static posts.
• By the end of 2025, nearly 4 billion people will be watching online video, that’s over 80% of internet users.
• Influencer marketing continues to rise, reaching an estimated $33 billion global spend this year.

For clients: Brands are prioritising creator partnerships and authentic storytelling.
For candidates: Skills in content strategy, analytics, and influencer partnerships are highly valued.

Digital & Performance Marketing Growth

The digital marketing sector in the UK continues to grow despite economic pressure.

• The UK ad market is forecast to hit £45.4 billion in 2025.
• Video-on-demand, search, and programmatic advertising are leading growth areas.
• Connected TV (CTV) is emerging fast, with PwC forecasting $51 billion in global ad revenue by 2029.

For clients: Expect sharper demands around ROI and performance measurement.
For candidates: There’s demand for expertise in programmatic, paid media, and data-driven optimisation.

AI, Data & Martech in Marketing

AI is no longer optional it’s part of everyday marketing practice.

• Around 73% of marketers now use AI tools for content creation, segmentation, or campaign optimisation.
• 75% of B2B marketers plan to expand their use of generative AI in 2025.
• Job demand for AI, data, and MarTech skills has skyrocketed, AI skills are up 392%, MarTech up 351% year-on-year.

For clients: Companies embedding AI into their stack are pulling ahead.
For candidates: If you can combine data literacy with creative execution, you’re in demand.

Creative & Brand Marketing

Despite the rise of data and automation, creativity is still what cuts through.

• Brands are investing in creative-first campaigns that prioritise emotional resonance, sometimes called “Vibe Marketing.”
• The beauty, fashion, and consumer industries are leading the way with AI-driven personalisation combined with storytelling.

For clients: Campaigns that balance bold creative with measurable ROI are winning pitches.
For candidates: Skills that mix storytelling, brand strategy, and commercial awareness are highly valued.

Why This Matters for London & UK Marketing Agencies

We’re seeing hiring activity strongest in:

• PR & Comms (especially corporate/financial PR)
• Social & Content (video and influencer-led)
• Digital & Performance (ROI-focused roles)
• AI & MarTech (data-driven, creative execution)

Creative roles remain essential, but they’re now most powerful when combined with data or AI insight.

Where Should You Focus?

If you’re a business: invest where the sector is growing fastest - PR, video-first social, AI, and performance marketing. That’s where budgets deliver ROI.
If you’re a candidate: target your skills to these areas. Blending creativity with data and AI is the winning formula in 2025.

At Stonor, we connect agencies and brands with the talent they need to grow in these thriving parts of the marketing sector. If you’re hiring or exploring new opportunities, we’d love to help.