Marketers Most Wanted: November 2025

Welcome to November’s leaderboard where the top 4 positions remain unchanged, with Social Media continuing to lead the way, followed by Video Production, UX/UI Design and Marketing Campaign Execution.

Broadly a continuation of the post-Summer theme of brands investing in marketing campaign design and delivery for the commercial season as further evidenced by Creative Campaign climbing up to 5th spot.

In the second half of the table, new and returning categories like Customer & Marketing Strategy, CRM, and SEO reflect a shift in focus toward 2026 planning, retention, and long-term brand performance.

Overall, November’s data paints a picture of marketers balancing immediate campaign delivery with forward-looking strategic work as the year reaches its crescendo.

“Post the Summer release of our new UX, blending browsing and briefing ease with inspiring and insightful data, our customers are showing their approval with a flurry of briefs across the marketing mix during this busy and commercially critical time of year.” — Pete Sayburn, CEO

1. Social Media (13.4%)

Up from 12.6% in October, Social Media continues to dominate, with multiple campaigns for B2C and B2B audiences and a strong showing for TikTok and LinkedIn.

2. Video Production (11.5%)

Continuing its strong showing, with content ranging from big visions to explainer videos for new services and propositions, as well as customer-led TV campaigns.

3. UX & UI Design (8.6%)

A minor dip from 10.5% but holding strong. A combination of website upgrades, app design and new proposition prototyping.

4. Marketing Campaign Execution (8.0%)

Execution remains robust as brands drive toward year-end goals with integrated campaign activity.

5. Creative Campaign (7.5%)

Creative Campaigns have climbed this month, reflecting increased appetite for storytelling and brand differentiation during peak commercial periods.

6. Software Development (7.5%)

Up from October, Software Development is on the rise as new projects are commissioned for early 2026 release.

7. Research & Insight (5.9%)

Stable versus October, Research & Insight continues to explore new technologies, AI, and UX enhancements.

8. SEO (4.8%)

Slightly down from 5.8% but campaign activity remains strong.

9. CRM (3.7%)

A drop from October’s position; however, brands continue investing in CRM upgrades and campaigns.

10. Customer & Marketing Strategy (3.7%)

A new entry in the top 10 as EOY budgets shift to strategic planning and brand repositioning for 2026.

Looking Ahead

November’s data highlights how marketers are wrapping up campaign delivery while laying groundwork for 2026. The resurgence of Creative Campaigns and arrival of Strategy suggest renewed appetite for storytelling and long-term brand direction.

• Creative Campaigns to stay strong through the festive period,
• CRM and Strategy briefs to increase with 2026 planning,
• Research & Insight to climb as brands seek data-driven decisions for the year ahead.

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