The advertising industry is evolving rapidly, with agency consolidations, return-to-office policies, and advancements in AI reshaping the landscape. As a result, job seekers—whether just starting out or at the executive level—are facing an increasingly competitive market. However, recruiters and industry experts point to key skills that can give candidates an advantage.
If you're looking to secure a role in advertising, here are the most in-demand skills that can help you stand out.
1. Strengthen Your Data and AI Skills
As advertising becomes more technology-driven, professionals with expertise in AI, data analysis, and automation are in high demand. Agencies are prioritizing candidates who can use data insights to drive decision-making, optimize campaigns, and improve audience targeting.
According to Michele James, founder of James & Co, agencies are seeking professionals who can interpret data effectively, implement AI-driven strategies, and provide guidance to clients on data utilization.
If you’re in advertising, learning about AI tools, data-driven marketing, and analytics platforms can help you stay relevant in today’s job market.
2. Build and Maintain Strong Client Relationships
While technology plays a key role, building trust with clients and maintaining strong business relationships remains essential. Agencies value professionals who can foster long-term client partnerships and bring in new opportunities.
Gary Stolkin, CEO of The Talent Business, notes that companies are actively hiring individuals who can manage client expectations, collaborate across departments, and oversee campaigns with a strategic approach.
Job seekers should highlight their experience in client relations, revenue growth, and cross-functional teamwork when applying for new roles.
3. Adapt to the Changing Role of Advertising Agencies
Modern advertising agencies now offer a broader range of services, extending beyond traditional creative campaigns to include digital transformation, content strategy, and e-commerce solutions.
As agencies continue to diversify, professionals who can integrate creativity with strategic planning and technical knowledge are highly sought after. Having experience across marketing, content creation, and data-driven decision-making can give candidates a competitive edge.
4. Seek Opportunities in Growth-Oriented Companies
While some companies are restructuring, others—particularly independent agencies and firms with private equity backing—are actively expanding. These organizations are looking for professionals who can contribute to business growth and innovation.
Industry expert Lori Murphree suggests that job seekers should focus on businesses that are scaling up and investing in talent, rather than those undergoing structural changes.
If you’re job hunting, explore mid-sized and independent agencies that are actively hiring. Researching which companies have recently secured funding or announced expansion plans can help you identify promising opportunities.
Final Thoughts: Stay Adaptable and Future-Focused
The advertising industry is evolving, and professionals who continuously upskill, embrace new technologies, and build strong client relationships will be well-positioned for success.
If you're currently job searching, focus on developing in-demand skills, staying flexible, and demonstrating the value you bring to potential employers. With the right approach, you can navigate the competitive market and find rewarding opportunities in the advertising industry.
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