Overview of the UK's marketing, advertising and PR sector

The UK's marketing sector is growing, with demand for skilled professionals at an all-time high. Discover how to build a successful career within the competitive industryÌý

What areas of marketing can I work in?

The marketing, advertising, and PR industry helps businesses reach and engage their customers.Ìý

Companies of all sizes need skilled professionals to create effective marketing strategies, captivating advertising campaigns, and manage their public image. This dynamic field requires creativity, adaptability, and a willingness to stay ahead of emerging technologies and trends.Ìý

Marketing teams align a brand's offerings with customer needs and desires, while advertising experts create compelling campaigns to promote products and services. PR professionals manage the brand's reputation, ensuring positive coverage and addressing any potential crises.Ìý

Careers in this industry include:Ìý

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• account managementÌý
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• affiliate marketingÌý
• brand managementÌý
• campaign metrics and researchÌý
• content marketingÌý
• ³¦´Ç±è²â·É°ù¾±³Ù¾±²Ô²µÌý
• market researchÌý
• visual design.Ìý

Digital marketingÌý

• community involvementÌý
• display ²¹»å±¹±ð°ù³Ù¾±²õ¾±²Ô²µÌý
• email marketingÌý
• media planningÌý
• social media marketingÌý
• search engine marketing (SEM) and pay-per-click (PPC)Ìý
• search engine optimisation (SEO).Ìý

Public relations (PR)Ìý

• crisis communicationÌý
• ³¦´Ç³¾³¾³Ü²Ô¾±³¦²¹³Ù¾±´Ç²Ô²õÌý
• event planningÌý
• media relationsÌý
• public affairs.Ìý

The marketing industry is broadly divided into two main categories: in-house and agency.Ìý

In-house professionals are employed directly by a company to handle its marketing, advertising, and PR needs. They work full-time for a single organisation and are responsible for managing the company's brand and reputation.Ìý

Agency professionals are hired by companies to provide specific marketing, advertising, and PR services on a project basis. They work for agencies that specialise in different areas, such as digital marketing, social media, or public relations.Ìý

In addition to in-house and agency roles, a significant number of marketing professionals work as freelancers, offering their expertise to a variety of clients without being tied to a single organisation.Ìý

For examples of specific roles in this sector, see jobs in marketing.Ìý

How big is the UK marketing industry?

The UK's marketing industry is dominated by a few top agencies, each earning over £185 million annually. The latest Institute of Practitioners in Advertising report forecasts steady marketing spending in 2024, followed by modest growth from 2025 to 2027. This positive trend suggests increasing demand for skilled marketers.Ìý

The digital revolution has transformed the industry, shifting focus to online advertising. Digital ad spending reached £29.6 billion in 2023, highlighting the growing importance of online platforms for reaching consumers.Ìý

The UK's marketing industry also plays a significant role in international marketing, with many UK-based agencies and brands operating globally. This international presence contributes to the industry's size and influence.

Who are the main graduate employers?

The marketing industry is vast and diverse, with a range of employers across various sectors. Here are some of the main types of employers in the marketing industry:  ÌýÌý

In-house marketing teamsÌý

• Technology companies - Google, Meta (formerly Facebook), Apple, and Microsoft.Ìý
• Retail and e-commerce - Amazon, Tesco, ASOS, Sainsbury's.Ìý
• Financial services - Barclays, HSBC, Lloyds Banking Group, Aviva.Ìý
• Healthcare and pharmaceuticals - P&G, PZ Coussons, Nuffield Health and Bupa.Ìý
• Telecommunications and media - Sky, BT Group, and Vodafone.Ìý

Marketing agenciesÌý

• Full-service - offer a range of marketing services, including advertising, public relations, digital marketing, and event planning. Some of the largest full-service agencies include WPP, Omnicom Media Group, Publicis Groupe.Ìý
• Digital marketing - specialise in online marketing, such as search engine optimisation (SEO), pay-per-click (PPC) advertising, social media marketing, and content marketing. Some of the largest digital marketing agencies include Digitas, Isobar, Merkle, and Dentsu.  ÌýÌý
• Public relations firms - specialise in managing a company's reputation and building relationships with the media. Some of the largest public relations firms include Edelman, Weber Shandwick, FleishmanHillard.  ÌýÌý

Other employersÌý

• Non-profit organisations - Cancer Research UK, British Heart Foundation, Oxfam.Ìý
• Government agencies - Department for Digital, Culture, Media & Sport (DCMS), NHS England.Ìý
• Freelance and consulting - many marketing professionals work independently or for consultancies like Accenture Interactive and Deloitte Digital.Ìý

The marketing industry is constantly evolving, and new types of employers are emerging all the time.Ìý

Why should I work in marketing?

Marketing is a creative field where you can develop new, innovative ideas to promote products and services. You'll have the opportunity to use your imagination and problem solving skills to develop attention-grabbing campaigns.Ìý

Many of the skills you develop in marketing, like communication, problem-solving, and critical thinking, are transferable to other industries. The industry is constantly evolving, so you'll always be learning new things and staying up-to-date with the latest trends. This can make for a rewarding career.Ìý

Marketing professionals can earn a competitive salary, especially as they gain experience and advance in their careers.Ìý

To find out more about typical salaries and working conditions search marketing, advertising and PR job profiles.Ìý

How do I get a graduate job in marketing, advertising and PR?

Consider gaining practical experience through internships at marketing agencies, PR firms, or in-house marketing departments. These opportunities offer invaluable insights and networking connections. Find out more about marketing internships.Ìý

It's crucial to create a professional portfolio to showcase your skills and projects to potential employers through freelance, work shadowing or voluntary projects. This can be a website, blog, or platform like Behance or Canva. Discover tips on designing a creative portfolio.Ìý

Building a strong personal brand is crucial for breaking into marketing. Maintain a professional social media presence by optimising your LinkedIn profile, following relevant influencers, and sharing valuable content. It's important to connect with professionals in your field and join relevant groups.Ìý

Networking is an essential component of marketing success. Attend industry conferences, workshops, and networking events to meet professionals, learn about job opportunities, and leverage your university's alumni network. Reach out to professionals to gain insights into their experiences and receive valuable career advice.Ìý

Finally, to identify potential roles, search job boards and professional networking platforms for open positions. Websites advertising roles in this sector include:Ìý

• CampaignÌý
• Marketing Week JobsÌý
• PR Week JobsÌý

Don't hesitate to send speculative applications to companies you admire, even if they aren't currently hiring.Ìý

For more tips on landing a role with a marketing or advertising agency, see how to get into digital marketing. Alternatively, get some tips on starting a career in PR.

Search graduate jobs in marketing, advertising and PR.Ìý

Which marketing skills do employers want?

Marketing employers are looking for a blend of creative and analytical skills, as well as strong communication and interpersonal abilities.Ìý

Core skills for marketers include:Ìý

• generating fresh ideas and unconventional solutionsÌý
• strong written and verbal skills for diverse audiencesÌý
• analysing data to inform strategic choicesÌý
• creative and efficient problem identification and resolutionÌý
• quick learning and adjustment to evolving circumstancesÌý
• a focus on accuracy and quality.Ìý

Technical skills include a knowledge of:Ìý

• content marketingÌý
• email marketingÌý
• search engine marketing (SEM)Ìý
• search engine optimisation (SEO)Ìý
• social media marketing.Ìý

For information about in-demand skills, see what skills do employers want?ÌýÌý

Do I need a marketing degree?

While a marketing degree can signal interest and aid career progression, it's not essential. Many successful marketers come from diverse backgrounds, honing their skills through experience, certifications, and self-learning.Ìý

Employers often prioritise skills, attributes, and relevant work experience over formal qualifications. Graduates of creative and communication fields are well-suited for marketing roles. However, digital skills are crucial in today's market.Ìý

Ultimately, your ability to demonstrate marketing skills and knowledge is key. A combination of education, experience, and certifications can help you build a successful career, regardless of a formal degree.Ìý

Explore what's involved in a marketing apprenticeship.

Do I need a marketing degree?

While a marketing degree can signal interest and aid career progression, it's not essential. Many successful marketers come from diverse backgrounds, honing their skills through experience, certifications, and self-learning.Ìý

Employers often prioritise skills, attributes, and relevant work experience over formal qualifications. Graduates of creative and communication fields are well-suited for marketing roles. However, digital skills are crucial in today's market.Ìý

Ultimately, your ability to demonstrate marketing skills and knowledge is key. A combination of education, experience, and certifications can help you build a successful career, regardless of a formal degree.Ìý

What CPD can marketers do?

Continuous professional development (CPD) is crucial for marketers to stay updated with the ever-evolving industry trends and technologies.Ìý

Marketers can enhance their skills by taking online courses or workshops on platforms like Coursera, HubSpot, or LinkedIn Learning. Additionally, attending webinars, seminars, and conferences organised by industry associations or companies can provide valuable insights.Ìý

Joining professional organisations such as the Chartered Institute of Marketing (CIM) can offer access to valuable resources, networking opportunities, and industry events. Additionally, participating in mentorship programmes can provide guidance from experienced marketers.Ìý

Organisations that offer mentoring in the field include:Ìý

• BloomÌý
• CIMÌý
• School of MarketingÌý
• The Marketing Academy UKÌý

Self-directed learning involves reading industry blogs, articles, and books to expand knowledge and skills, while following marketing influencers and thought leaders on social media can also keep you informed of the latest trends. Experimenting with new marketing tools and techniques can provide hands-on experience.Ìý

For more information, see CPD opportunities for graduates.Ìý