Too slow. Too siloed. Too reactive.
That’s what we keep hearing from agency leads when we ask what’s holding their teams back.
Client briefs are evolving faster than hiring plans. Teams built for brand books and decks are now expected to deliver motion, product thinking, cultural insight, and AI-backed strategy - all at once. And when the right talent isn’t already in the room, it shows.
So what are agencies doing about it?
In Q2, we’re seeing a sharp shift in what top firms are hiring for - and who they’re prioritizing.
1. CONSUMER AND CULTURAL INSIGHT IS BACK - AND BROADER THAN EVER
The smartest agencies aren’t just tracking trends. They’re hiring people who can explain what’s shifting, why it matters, and how to act on it.
Strategists with deep cultural fluency are in high demand. Not just in brand strategy, but in innovation teams, research collectives, and internal ventures. These roles require more than curiosity, they demand rigor, sensitivity, and the ability to link insight to business outcomes.
If you’re hiring in this space, think beyond traditional planners. Look for hybrid thinkers with backgrounds in anthropology, tech, or media. And if you're a candidate? This is your moment.
2. BRAND STRATEGY IS MOVING UPSTREAM
Activation isn't enough. Agencies want to own the strategy behind the brand, not just the campaign.
We’re seeing a clear lean toward brand strategy and positioning hires, especially at firms like Lippincott and Prophet. They’re doubling down on upstream talent: people who can work with senior clients to define purpose, map customer journeys, and carve out long-term positioning.
The emphasis is on versatility: the best strategists today understand go-to-market as much as identity. If your agency is focused on retention and account growth, this is a critical capability to build.
3. BRANDING IS GOING DIGITAL - AND IN MOTION
It’s not just about beautiful logos anymore. Digital-first design is now the baseline.
Branding studios are racing to meet the demand for motion, UI, and interaction design. Clients expect their brands to live and move across platforms. Agencies like Koto are leading the way, and legacy shops are scrambling to catch up.
The hiring surge? Motion designers, digital-first brand designers, and creative technologists who can bring systems to life in real-time experiences. Design talent who can think in Figma, prototype in After Effects, and understand product environments are leading the charge.
4. AI AND DATA ROLES ARE NO LONGER OPTIONAL
Data science and AI aren’t just buzzwords - they’re becoming core to agency growth.
More consultancies and creative agencies are embedding AI and data science into their offering. From customer segmentation to predictive modeling, clients want to see smarter thinking powered by real data.
This shift isn’t about adding a lone data scientist. It’s about building connective tissue between data, strategy, and creative. The agencies doing this well are hiring for integration, not isolation. They’re building nimble pods with engineers, analysts, and product thinkers who collaborate from day one.
WHAT THIS MEANS FOR AGENCIES IN Q2: 4 WAYS TO HIRE SMARTER
Many agencies are still hiring like it’s 2022 and paying the price with underperforming teams and missed opportunities. The market has shifted, and your hiring approach needs to catch up.
Here’s how forward-thinking agencies are adjusting their strategy this quarter:
1. Hire for upstream impact, not just execution.
Clients want strategic guidance, not just deliverables. Prioritize talent who can shape thinking early - brand strategists, cultural insight leads, and innovation consultants.
2. Don’t silo design and digital.
Motion, interaction, and branding now overlap. Look for designers who think in systems and move fluently between platforms.
3. Bring AI into the conversation now.
Even if you’re not fully investing yet, you need talent that understands how AI is reshaping creative workflows and consumer behavior. Don’t get left behind.
4. Recruit with foresight, not just demand.
The best agencies are hiring based on where their clients will be 6 months from now, not just today’s brief.
READY TO BUILD A TEAM THAT’S AHEAD OF THE CURVE?
If your hiring strategy still feels reactive or you're unsure where to invest next, it’s time for a reset.
Book time with our Managing Partner, Drew Welton, and let’s pressure-test your hiring priorities for Q2. From brand to innovation to AI-led teams, we’ve helped agencies rethink who they need and when.
Use the form below to get started. Your next great hire shouldn't just fill a gap, it should push your agency forward.
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