Year in Review 2025

By Ryan Kelly

As I write this on the 26th of November, with just under a month to go, I can’t help but think 2025 challenged us in a way that hasn’t been seen since COVID.

Overall, the market has been challenging, particularly at the senior end. The perfect storm of global unrest, challenging economies, and a deafening narrative that AI is going to replace every job under the sun has led to few businesses finding momentum this year.

Trust and Talent Trends

Across the board, trust is low. Some talent have, in the last three years, been met with redundancies and, as a result, many are seriously considering if the world of freelance is, in fact, a safer option than the corporate world. So much so, in a recent survey we found that 86% of respondents were considering starting a freelance business, which is a huge change from what we have seen last year.

Agency Landscape

In the agency world, the players that are doing well are the specialist agencies. For the vast majority, they are keeping headcount down and focusing more on systems and processes. To be honest, I feel like the agencies of tomorrow are going to be small, nimble operators with high-quality team members marrying up with technology. The days of bloated teams, I think, are behind us, and who knows what that means for juniors trying to find their place in the ecosystem.

The AI Factor

There is no denying that AI has been the word of 2025. I personally feel like we are in no-man’s land at the moment. People are getting drunk on the power of it, but in my opinion there will be a tipping point when it stops being effective. Let’s face it, as consumers, our bullshit radar has never been stronger, and as a result, demand for great original creative will be essential in getting cut through.

Looking Ahead to 2026

So what does 2026 look like? Well, if 2025 is anything to go by, the freelance/fractional world is only going to get bigger. We have had a record year when it comes to freelancers placed, and in a turbulent market, it makes smart business sense to bring in specialists on a project basis and keep your costs down.

Agencies need to double down on hiring great creative and strategic thinkers. In-house teams are building bigger and more sophisticated teams, and if agencies cannot provide world-class creative and strategic solutions, then I am afraid it may be the writing on the wall for some.

Advice for Job Seekers

Am I positive about the year ahead? I am a recruiter; you have to be. But I don’t think it is going to be plain sailing. The job market is broken. Job seekers need to focus on building their digital footprint through content. So many talented marketers forget that in this market, the need to be able to market yourself is key.

Advice for Businesses

My tips to businesses next year: consider hiring part-time parents. I say this weekly, but this is your secret weapon in a challenging market. Focus on creating a great internal experience for your team, and that is the base point at which every great business should start.

End-of-Year Reflections

If you get to the end of the year and feel like you haven’t quite hit your goals, I have realised over the last five years that everything comes in cycles, and success should not be defined by your job title. Focus on the areas of your life that you have grown, and make sure you give yourself a pat on the back for making it through the year.

Whether you were a client or a candidate, thank you for being part of Creative Natives this year. We genuinely appreciate the trust and support, and we’re looking forward to catching up again in the new year.

And finally, I am taking a few weeks off to get married and watch England reclaim the Ashes. Let’s see how well this ages! 🙂 Enjoy your Christmas break! We’ll be off Dec 24 and will be back on deck in January.