Marketers Most Wanted: July 2025
Social Media Reclaims the Crown
After months of movement and surprises, we have a familiar face back at the top. Social Media has reclaimed the number one spot on our Marketers Most Wanted table, jumping from second to first and marking its first time back at the top since February. With 10.8% of briefs in June, it’s once again the most in-demand marketing service on the StudioSpace platform.
StudioSpace is an agency/client matchmaking platform, monitoring real-time briefs we receive from chief marketing officers (CMOs) and brand owners. This information gives us a unique perspective on what’s hot and what’s not each month - data which is then distilled into our monthly Marketer’s Most Wanted report.
As ever, the Social Media category continues to evolve. Interestingly, we’re seeing a shift in focus when it comes to platforms. From the latest briefs submitted, TikTok and LinkedIn are currently the most in-demand - a possible sign that investment is moving away from traditional Meta channels and into fresher, more targeted spaces.
Our full top ten sees several returning contenders, subtle shifts in positioning, and one exciting new entry - let’s take a closer look.
Video Production falls back but remains strong
After claiming the number one position last month for the first time ever, Video Production slips to second place, now representing 9.6% of briefs - down from 12.2%. That’s quite a drop, but not necessarily unexpected. Video briefs on the platform range hugely in scale, from short-form digital content to high-production brand films, which naturally brings some month-on-month volatility. The category remains a top performer and one we expect to stay in the upper end of the table.
Software Development edges upward
Software Development continues its steady presence in the top five, moving up one place to third this month at 9.0%. With briefs ranging from optimisation projects and hosting/maintenance to full-scale app development, this category continues to attract consistent demand - and may well be on its way back toward the top spot it claimed earlier this year.
UX & UI Design and Digital PR & Content Marketing dip slightly
Two of our most consistently in-demand categories saw a slight decrease in share this month.
UX & UI Design drops to fourth place (8.4%) after a brief rise last month, continuing a trend of variability we’ve seen throughout 2025. While it remained stable throughout 2024, this year has seen the category bounce between positions - likely reflecting the range of brief sizes and the surge in dedicated UX/UI teams being embedded into brand environments.
Just behind it, Digital PR & Content Marketing also comes in at 8.4%, dropping slightly in percentage share. That said, demand remains strong across a range of briefs - including content creation, editorial and graphic design, and of course, digital PR.
Together, these content-related categories remain core parts of the marketing mix, even with minor monthly shifts.
Innovation and insight hold steady in the middle of the table
Product & Proposition saw a healthy bump this month, climbing from eighth to sixth place, tied with Research & Insight at 6.6%. Much of the movement in this category has come from the Australian market, with brands looking to refine or launch new propositions.
Research & Insight, meanwhile, remains consistent - unchanged in position and share. As ever, the briefs span persona development, user research, and competitor benchmarking, showing that data-informed decision-making is far from slowing down.
Integrated Digital Campaigns dip as Digital Paid Media grows
Integrated Digital Marketing Campaigns has dropped down to eighth place (6.0%), after sitting steadily in the middle of the table for the last few months. The category launched high at number two back in March, but now appears to be settling into a mid-table rhythm. Interestingly, we’re seeing more briefs from mid-sized companies, suggesting a broader market of demand in this space.
In contrast, Digital Paid Media is quietly climbing, holding its ninth-place position for a third consecutive month but increasing its share to 5.4%. This suggests that brands are continuing to ramp up their digital performance strategies even as other areas fluctuate.
Creative Campaign makes a splashy entrance
Rounding out the table this month is an exciting new entry: Creative Campaign. Coming in at tenth place with 4.8%, this new-for-2025 category is already attracting brands looking for high-impact, concept-led work. From brand platforms to integrated advertising campaigns, we’re seeing marketers lean into external creativity to make a splash.
Notable Movement Outside the Top Ten
Experience Strategy & Design - previously a consistent bottom-tier presence - has now fallen out of the top ten. This marks the first time since March that it hasn’t made the list, though its slight rise in April had hinted at potential upward momentum. Whether this is a temporary dip or a broader trend remains to be seen.
Conclusion
July’s report is a mix of steady performers and small but telling shifts. Social Media’s return to the top signals renewed interest in platform-first marketing - with TikTok and LinkedIn leading the way. Elsewhere, we’re seeing growth in innovation and performance marketing, while content-focused categories continue to form the backbone of many brand strategies.
There’s no doubt we’re in a dynamic season for marketing demand. With brands testing, refining, and investing across a wide range of areas, the shape of the table could change once again as we head deeper into Q3.
To see the full list of agencies offering Social Media support - from influencer campaigns to B2B channel strategy - click here.
