2026 Q1 Wrap Up

By Ryan Kelly

As we wrap up March, I wanted to take five minutes to reflect on the last 13 weeks and what we’re seeing across the market. This is just my perspective, but hopefully it gives a bit of context for agency owners and marketers heading into Q2.

There are a few consistent themes coming up in conversations right now.

We need to be more social-focused

I’ve been speaking to a number of well-established agencies that have typically stayed away from social. That’s changing quickly.

There’s a growing realisation that without a strong social offering, the next few years could get challenging. And I get it. Change can feel uncomfortable, especially when you’ve built something solid from the ground up.

My advice is to start small. Bring in freelance support, test the offering with existing clients, and see how it lands. It’s a low-risk way to explore whether social fits your long-term direction.

Performance marketing demand is surging

Performance marketing is easily the most in-demand skillset right now.

We’re seeing brands consider bringing it in-house, while comms agencies are adding it to their service mix. It makes sense. If the work isn’t driving commercial outcomes, clients won’t wait around.

For in-house teams thinking of making the shift, make sure you pressure test it properly. There’s only so much one person can do, and you don’t want to find yourself back at your agency partner a few months down the line.

Production uptick

After a quiet stretch with very few production roles, it’s been great to see things picking up over the past few weeks.

The producer role is evolving, and the talent we’re placing brings experience across digital, integrated and social. Most of these roles have been freelance, but we’re still calling it a win.

Freelance, freelance, freelance!

Freelance demand continues to grow at a rapid pace.

We’ve just had another record-breaking quarter placing freelancers, and our community now sits at over 3,000 specialists. We’re tapping into that network daily and can confidently deliver a shortlist within 24 hours.

If you’re thinking about building out your freelance bench or want to move faster on hiring, let’s chat.

Business development vs marketing

Right now, it feels like a 50/50 split. Half of agencies are flying, half are finding it tough.

A lot of that comes down to positioning and how clearly you’re communicating your value to the market. Before investing heavily in business development, take a step back and look at your brand.

If your positioning isn’t clear, even the best BDM will struggle to make an impact. Getting this right upfront can save you a significant amount of time and money.

In-demand roles and growth areas

If you’re wondering where the momentum is, here’s what we’re seeing day to day:

• Events and activations. Demand for IRL experiences is well and truly back
• Packaging and design agencies. We’ve placed a number of roles in this space recently
• Social creatives. Combination of design and art direction. Talent who understand trends, create for platforms, and have the folio to back it up
• Comms talent. Strong demand for senior experts across multiple industries

At the moment, I’m feeling positive about the next few months. Things can shift quickly, but this industry has proven time and time again that it knows how to adapt.

It feels like most of the industry is ready for a reset over Easter. If you’re a parent, you’ll know this long weekend is the calm before the storm (the storm being school holidays). As for me, I’ll be spending the break eating my weight in hot cross buns.

Happy Easter, friends. Take it easy and I’ll see you in the next quarter!