What Q2 Budget Growth Means for Marketing Recruitment in Q4

I still remember reading the IPA Bellwether update on the train back in July and thinking that this is the start of something. And now, halfway through H2, you can feel it. Budgets are back, briefs are moving, and businesses are thinking about growth again.

After a rocky Q1 that saw the first marketing budget drop in four years, Q2 gave us a clear signal with a net balance of +5.5% of firms increasing their spend, with standout growth in direct marketing and sales promotions.

Less talk, more action. And that’s exactly what we’re seeing on the hiring front too.

In the last few months we’ve seen a real surge in momentum. Agencies and brands are actively planning for what comes next. That includes investment in people. From BDs and Account Directors to Strategy Leads and PMs, we’ve seen fresh roles being signed off and filled.

A few stats and shifts worth flagging from Q2’s Bellwether report:

· +5.5% net increase in marketing budgets, a full rebound after Q1’s dip, and the biggest uplift since mid-2024.

· Direct marketing and sales promotions lead the pack, showing brands are investing in immediate results while rebuilding longer-term momentum.

· Optimism is climbing, only -3.0% net pessimism at company level, down from -12.9% last quarter.

· Adspend growth forecast for 2025 has dropped to +0.7%, but rebounds to 1.6% in 2026, telling us businesses are playing it safe now but planning for growth next year.

We’re seeing the same pattern with hiring. Get the right people in now, especially those who can flex between short-term delivery and long-term brand building.

So what does this mean for businesses heading into Q4?

· Speed matters. The best candidates are moving quickly. Hybrid-ready, commercially sharp, with that mix of delivery and leadership. If you find one, move fast.

· Be transparent. Candidates want clarity on growth, flexibility, and culture, not just salary. It’s not about perks, it’s about purpose.

· Don’t wait for January. Q4 is already filling up and the people you want are interviewing now.

That mix of short-term activity and long-term thinking is where we’re seeing the biggest success. One of our clients just picked up two senior hires in six weeks by being clear, fast, and honest; both candidates started within the month and are already embedded.

And if you’re a candidate thinking, “maybe next year” don’t. This is when you get ahead of the curve.

If Q3 is anything to go by, Q4 could be the busiest yet.

Get in touch if you want to talk about what this means for your business or your next move.

Always happy to share what we’re seeing.