If you look back 12 to 18 months, you’ll remember a big wave of cutting back in design and marketing teams; budgets tightened, roles were cut and suddenly the spotlight was all on engineering and data. It felt like the pendulum had swung hard that way. But here’s the interesting bit: now, looking forward in 2025, we're starting to see some signs that maybe, just maybe, it’s swinging back. We're not claiming to have all the answers, farfrom it, but after chatting with agency folks, startup founders and brandleaders, there’s a real curiosity about what’s next. Some think the cuts werenecessary short-term moves in response to economic pressures and AI-drivenshifts. Others are quietly telling us that creative and marketing talent isstarting to get more attention again, even if there’s no big headline splash yet.
What's changing?
From what we're hearing, the companies that held onto their design and storytelling teams or are now looking to bring them back seem better positioned to stand out in crowded markets. As AI bots and automation take over some marketing grunt work, the value might beshifting towards those who can craft genuine, memorable stories that connect with people. The question is, after all this trimming, will the pendulum settlesomewhere that recognises creative and brand expertise as essential, notoptional?
We've noticed a few startups tentatively experimenting with more engaging design and richer storytellingrecently. It’s still early days, but the interest is there. What we hope is that the market is waking up to the fact that you can’t just rely on clever tech and data alone. People want brands that feel human and that tell stories worth listening to. That’s where design and marketing truly shine.
Of course, the AI conversation is woven through all of this, with some experts warning ofchallenges ahead for creatives and others more optimistic about how technology can amplify creativity rather than replace it. We’re in uncharted waters really, watching, waiting, wondering.
What our experts are seeing
Founder, Be KalerPilgrim
"I’m watching closely ,talking to people, piecing together signals. The big hope? That we’re on the edge of a shift back to valuing storytelling and design as core to growth and differentiation, especially here in the UK’s vibrant tech and creative scene."
Advisor, Sarah Vick
"The shift I am seeing is in businesses needing to boost their capacity in Project Management, Account Management, and Strategy. This is for two main reasons: AM/PM functions were cut back to the minimum, but as businesses refocus on growth, they need flexibility and teams capable of scaling. My hope is this also means a focus onbringing in junior talent and investing in training.
As demand for strategic consultancy grows, strong people are needed to support AM and PM, meaning the first hires are likely to be mid-to-senior-level, with juniors following insupporting roles as confidence grows. Freelancers are helping to fill gaps, but the goal is to build more permanent teams as markets strengthen."
Advisor, Craig Unsworth
"This pattern is what we're seeing in multiple mid-market, PE-backed firms. Last year’s pivot toward engineering and data was driven by economics and the initial rush to AI, but itcreated a myth: that product, design, and storytelling are luxuries. They’re not – for lasting differentiation, pricing, and customer connection, they’re essential.
The businesses that protected those creative capabilities are now moving faster and with much more clarity. Automation has solved the grunt work but not judgement, narrative, or taste. Companies that rely solely on AI or automation risk becoming indistinguishable in a noisy market, whereas originality and human storytelling are now the entry ticket to success."
Looking for creative leadership in anever-changing market?
With over 50 years of combined experience, we know what makes a truly exceptional leader — and how to find them. If you’re looking for C-suite creative or design talent who can drive transformation, we've got the expertise, network and market insight to find the leaders who can shape your business's future.
Contact the team today at 0203 319 4735 or email our founder, Be Kaler Pilgrim, at be@smithfieldsearch.com for a confidential chat.
