Marketers Most Wanted: September 2025
As we move into the final quarter of the year, September has brought some notable shifts to August’s leaderboard. Video Production has reclaimed the top spot it last held in June — suggesting brands are still investing in high-quality content as major campaigns gear up ahead of the festive season. Meanwhile, Social Media and Software Development remain strong in the top three, while Digital PR & Content Marketing, UX & UI, Product & Proposition, and Digital Marketing continue to dominate the middle of the table.
This month’s data not only highlights where marketers are focusing their budgets today, but also offers a preview of where demand may head as we close out 2025.
1. Video Production (12.2%)
Video Production surges back to the top this month with its highest share of briefs in 2025. This is likely driven by the end-of-year campaign push and the release of production budgets post-summer.
Our CEO Pete Sayburn comments:
“We’re seeing increased confidence from our Clients to use the StudioSpace platform for more major video production and media buying projects, driven by the post-Summer push for fresh campaigns for Q4”
2. Social Media (11.1%)
Social Media climbs from August’s 10.2% to 11.1%, holding second place. Demand is consistent across major platforms including LinkedIn and TikTok, across both B2B and B2C audiences. We’ll be monitoring closely to see how it performs in Q4 as production budgets ramp up.
3. Software Development (10.6%)
Software Development dips marginally from 11.4% in August but holds a strong third place. We continue to see investment in technical builds — from website enhancements and data tooling to the development of technical prototypes following proposition development earlier in the year.
4. Digital PR & Content Marketing (7.9%)
After a strong showing in August (9.6%), Digital PR & Content Marketing softened in September to 7.9%. Always a consistent performer, it’s likely to hover between the mid and top table, with potential to climb again as we head deeper into Q4.
5. UX & UI Design (6.3%)
UX & UI Design slipped again this month, down from 7.9% in August. The dip reflects fewer redesign briefs over the summer, but demand is expected to pick up in Q4 as fresh projects get green-lighted.
6. CRM (5.8%)
CRM holds steady after breaking into the top ten in August. With growing emphasis on data, automation, and retention strategies, clients are seeking more performance from their current platforms as well as exploring next-generation technologies.
7. Product & Proposition (5.8%)
Product & Proposition matches CRM this month at 5.8%, holding firm in seventh place. Activity in this category is often driven by each client’s business cycle, with Q4 and Q1 typically strong as brands prepare next year’s launches.
8. Digital Marketing Campaign (5.3%)
Digital Marketing Campaign climbed into eighth place at 5.3%. Following a summer lull, budgets are expected to rise in Q4 as brands ramp up holiday campaigns and year-end marketing activity.
9. Research & Insight (5.3%)
Research & Insight holds steady mid-table with 5.3%. We’re seeing stable levels of demand in both the UK and Australia, with activity often preceding investment in proposition, brand, and UX/UI projects. This category may strengthen further as brands prepare strategies for 2026.
10. Media (4.8%)
Media makes its first appearance in the top ten this year at 4.8%. This reflects growing client confidence in using the StudioSpace platform for major media purchases. Early signs suggest this behaviour will continue into 2026.
Looking Ahead
The September data shows client behaviours transitioning into Q4: while Video Production dominates, the continued presence of CRM, Product & Proposition, and Media signals a shift toward retention, innovation, and paid activation. At the same time, core categories like Social Media and Software Development remain resilient, underlining their role as ongoing priorities for brands.
As we head into Q4, we expect Video Production to remain strong, CRM to continue its upward trajectory, and campaign-led categories like Digital Marketing and Media to play a bigger role in year-end budgets.
Whether you’re a client looking to brief an agency, or an agency looking to win new business, the trends are clear: demand is diversifying, but the opportunity is growing. Now is the perfect time to sign up to StudioSpace sign up to StudioSpace and connect with the right specialist partners.
