This article has previously appeared on the ADLIB Blog.
Understanding Digital Marketing salaries is pivotal for job seekers and employers alike. This ADLIB Digital Marketing salary guide provides essential insights into the factors influencing pay scales and highlights the importance of considering additional benefits beyond salary to attract top talent.
The following is based on information collated through working in this industry day in, day out, client briefs taken and placements made by ADLIB in the South West. We stress the importance of context when making salary comparisons based on job title. In many cases, there is a significant variance between the bottom end and top end of salaries paid.
This guide provides salary bandings for various sector roles and their respective job titles, including:
If you choose to make a comparison, consideration should be paid beyond job title. For example, take into account the business proposition, any client base, specialist knowledge, time of establishment and management responsibilities. All of which will influence salary.
While salary is a key factor, it’s not the only consideration. To attract the best talent, employers should also focus on:
To attract and retain top-tier talent, consider the complete package: competitive salaries and a supportive, inclusive work environment.
Written by Tony Allen, Head of Marketing, Digital & eCommerce recruitment at ADLIB.
– Senior Appointments & Strategic Growth | Agency & In-house Marketing.
What does 2025 hold for creative freelancers in the UK?
(this was BCI’s most-read article in 2024, so here’s the updated version for 2025, written by Liz Gadd and Helen Jane Campbell)
● Day rate expectations for freelancers in 2025
● How to win clients as a creative freelancer this year
● The outlook for the year ahead and how to make it work for you
We have a brilliant freelancer network at Moxie & Mettle, with talented marketing, PR and digital candidates on our roster. But with the impact of an unstable economy, let’s be honest, 2024 was tough. The good news is we’re now seeing a rising demand for freelancers and consultants at the start of 2025, with day rates beginning to rise again.
Freelancer Lizzie Davey is a successful ecommerce writer and she also runs Copy Revival. We asked her if 2025 will be brighter and more lucrative for freelancers, compared to 2024?
She says: “I think brands have gone through a LOT in 2024 and are starting to really think about their priorities and what will make them stand out this year. They’ve dabbled with AI, maybe made some cuts, and have now realised they need to do something a bit different to get ahead. And that’s where creative freelancers come in. These brands understand the benefits of bringing in fresh blood from outside the business to come up with new ideas and offer something they haven’t been able to get in-house or via AI.”
Creative freelancers are tipped to be top earners in 2025
US-based freelancer site Upwork lists Media Buyer and Public Relations Manager as the highest-paying freelance jobs for 2025, with earnings of up to $100 p/h and this bodes well for UK-based freelancers in the creative industries too, whether your clients are here or overseas. So how can you make sure this is reflected in your own career?
If you’re a creative freelancer who’s been finding things tough and you want to make 2025 your year, Lizzie says it’s actually persistence that’s going to get you there:
“I always say the most successful people I know are persistent. There have been MANY times I could have given up, but perseverance got me through. I love the saying “the only way to succeed is to not give up”. But there are other qualities that are important too. You have to be flexible, open-minded, and open to experimenting with different services, skills, and strategies. Things change all the time and, as freelancers, we have to be on the pulse of what’s hot (or even ahead of the pulse).
“We technically always need to be one step ahead. So, I think freelancers who are thinking about their next move or keeping a close eye on the industries they work in are able to get ahead quicker than those who don’t. Then there’s the relationship element. The most successful freelancers I know build deep relationships with their clients and become more of a partner than a lackey for hire.”
Moxie & Mettle co-founder, Liz Gadd, agrees:
“It’s the proactive candidates who will get ahead in 2025. While AI can be a useful tool for research and saving time, there’s no substitute for real relationship building. If you want to secure the best freelance roles this year, there are some easy wins available to you, by taking the following steps:
● Make sure your LinkedIn is fit for purpose
● Make a list of 50 brands, people or organsations you’d like to work with
● Send a LinkedIn connection request to all the decision-makers in the companies
● Send personalised, tailored emails introducing yourself and your services to those organisations and follow up with them
Freelancers now make up a large percentage of the creative workforce in the UK:
According to Arts Council England: ‘Unlike other many other sectors, much of the creative industry workforce is made up of freelance individuals. 30% of the workforce across all creative and cultural sectors and around 70% of the theatre workforce are freelancers.’
This is echoed by Creative UK’s stats, emphasising what a significant role freelancers play in this part of the UK economy:
● Self-employed workers make up 28% of the Cultural and Creative Industries workforce in the UK, compared to 14% of the wider UK workforce
● The UK Creative Industries sector is growing at a rate that exceeds the national average by more than a factor of three…
● …and creating jobs at three times the UK average, employing 1.8 million people across the UK
Source: Creative UK
Day rate expectations of creative freelancers in the UK, 2025
IPSE’s most recent Freelancer Confidence Index, based on a survey of more than 350 freelancers in the third quarter of 2024, showed a rise in freelancer day rates with the average rate standing at £576. This was not broken down by sector. Despite this day rate rise, they reported confidence to be down. However, the freelancers surveyed do anticipate their day rates rising in 2025, expecting an increase of 12.2% within twelve months. For freelancers in the creative industries this bodes well, although more than half of the freelancers surveyed also expected a rise in their business costs, meaning the day rate rise may not actually see them taking home more at the end of the day.
Data from agency Major Players, based on their annual survey, benchmarks what day rates creative freelancers can expect in agency roles. You can download the full report from them HERE. Their report discovered that the ‘demand for strategic and confident client services talent is strong’ and they go on to say that it’s the mid-level agency freelancers who are in most demand. This rings true whether you’re looking for permanent or freelance roles in 2025.
Major Players’ 2025 survey, ‘The Creative Industries Census’, includes the following findings when it comes to freelancer day rate expectations:
● Account Executive: day rate of £180, salary range: £150-£200
● Account Manager: day rate £250, range: £200-£300
● Account Director: day rate £350, range: £350-£400
● Strategy Director: day rate £500, range: £500-£1,000
Source: The Creative Industries Census 2025
What should creative freelancers in 2025 be aware of to succeed this year?
Expert Lizzie Davey says:
“I think things will pick up in 2025, but I think there will be a LOT of competition. To succeed in the current landscape and beyond, I think it’s going to be really important to forge deeper relationships with clients and bring something more to the table than your skill set. For me, this looks like being proactive with suggestions, building out personalised packages for clients, and expanding the ways in which I help brands (so, I’ll still be offering blog posts and execution, but I’m also working with a handful of brands in a consultative role).”
For finding new clients as a freelancer or your next permanent role, here’s some extra help:
If you’re a creative freelancer looking for new clients or an interim role, Moxie & Mettle’s expert co-founder Liz Gadd is here to help you with practical guidance. If you feel ready to take on new clients or take your freelancing to the next level, book a Power Hour with Liz as soon as you can, because there are only limited slots available.
Talented freelancer Janet Kipling did just that, and says:
“ Liz gave me a fantastic mini coaching session on my CV and LinkedIn which was an absolute game changer for me and I’m so grateful. My LinkedIn and CV are now focused and working well in tandem. But the main lightning bolt that landed with me was to put out there what I really love doing and want to do more of. It sounds so simple, and is so in line with me spiritually and from a coaching perspective, but sometimes it just takes someone else to spot it.
“I’m now focused on the stories/case study work which is where my heart lies and seems to be a growing niche for roles. The first thing I did was link up with every person from every charity I could find who had stories or case studies in their role. This has brought me some incredibly useful feedback, and many have followed me back. I feel much happier now about being in that realm which is work I truly love and feel very confident in. Thank you Liz!”
BOOK YOUR POWER HOUR HERE:
https://moxieandmettle.co.uk/power-hour-with-liz-gadd/
You’re welcome to subscribe to The Good, the Gadd and the Ugly, reflections on recruitment by Liz Gadd. Information, updates, news and views on recruitment in the creative sector, based on three decades of experience – available over at Substack or LinkedIn
Not just a niche discipline but now a creative business necessity. A UX degree equips professionals with the tools to not only craft intuitive, user-centred designs but also encourage innovation and strategic growth within your teams and business. Investing UX expertise can be a game-changer:
Kick start 2025 by onboarding your budding UX staff with the opportunity to achieve a degree alongside work, whilst you train and retain valued members of staff and fill the skills gaps that are holding back their businesses.
Purely delivered online – taught one day per week.
Fund this through your apprenticeship levy or enquire about accessing fully funded apprenticeship training through our partners.
Contact me today: rebecca.vincent@weston.ac.uk to claim one of the last remaining spaces
We are Moxie and Mettle, creative industry recruiters.
We specialise in marketing, PR, communications, design, creative, social media, events and digital, so all things related to the marketing and PR of your product or service.
We work both agency and client-side and have 32 years of experience in your sector, both freelance and permanent placements.
www.moxieandmettle.co.uk for more information, or just give us a call on 0117 301 8222 (we like talking!)
hello@moxieandmettle.co.uk if you prefer
By Tracie Leahy, Assistant Principal for Apprenticeships, Weston College
In the evolving landscape of workforce development within the creative industries, businesses are constantly seeking innovative ways to attract, develop, and retain top talent. Degree apprenticeships have emerged as a powerful solution, offering a unique blend of practical experience and academic learning. At Weston College and University Centre Weston, we have witnessed firsthand the transformative impact that degree apprentices can have on businesses. Here’s why integrating degree apprenticeships into your talent strategy is a game-changer for the creative industries.
Secure the Best New Talent
In a competitive job market, securing top talent is more challenging than ever. Degree apprenticeships provide an opportunity to attract high-calibre candidates who are eager to learn and grow within your organisation. These individuals bring fresh perspectives and are equipped with cutting-edge knowledge from their academic studies, combined with practical skills honed through on-the-job training. By investing in degree apprentices, you are investing in the future leaders of your industry.
Upskill Existing Employees
Degree apprenticeships are not just for new hires. They offer a valuable pathway for upskilling your existing workforce. Many employees have untapped potential that can be unlocked through further education and training. By supporting your employees in pursuing a degree apprenticeship, you are fostering a culture of continuous learning and development. This not only enhances their skills and job satisfaction but also improves overall organisational performance.
Build a Culture of Learning and Development
A learning-oriented culture is a cornerstone of innovative and resilient organizations. Degree apprenticeships instil a commitment to personal and professional growth within your team. Apprentices bring new ideas and approaches, inspired by their academic learning, and share this knowledge with their colleagues. This creates a dynamic environment where learning is valued, leading to increased engagement and retention.
Reduce Recruitment Costs
The traditional recruitment process can be costly and time-consuming. Degree apprenticeships provide a cost-effective alternative by allowing you to train and develop talent tailored to your specific business needs. Apprentices are often more loyal to the organizations that invest in their development, reducing turnover and the associated recruitment costs. Furthermore, you can evaluate an apprentice’s fit within your company culture and operations throughout their apprenticeship, ensuring a smoother transition to a permanent role. Also, we do all the advertising, shortlisting, and recruitment support for your vacancies – saving you time and expense.
Maximise Government Funding
One of the significant advantages of degree apprenticeships is the availability of government funding. This financial support can substantially offset the costs of training and development. By leveraging these funds,
you can invest in your workforce without straining your budget. It’s a smart financial decision that benefits both your business and your employees.
Meeting the Demand
Weston College and University Centre Weston offer a diverse range of degree apprenticeships tailored to meet the needs of modern businesses, including those in the creative industries. Our programs include:
Attracting the Best: The Appeal of Degree Apprenticeships
There is a growing trend among students to choose degree apprenticeships over traditional degrees. This pathway allows them to avoid substantial tuition fees and student debt while gaining practical experience and earning a salary. As a result, employers have the opportunity to access ambitious, motivated individuals who are eager to start their careers sooner. By offering degree apprenticeships, you can attract the cream of the crop—talented individuals who are ready to contribute to your business from day one.
A Proven Pathway: From T Levels to Degree Apprenticeships
We are seeing a growing trend where employers begin by offering T Level student placements, which involve 315 hours of work experience annually, before progressing these students to degree apprenticeships. This approach allows employers to identify and nurture talent early, providing a seamless transition from education to full-time employment. It’s a strategy that not only ensures a steady pipeline of skilled workers but also strengthens the bond between the employer and the apprentice.
Speak to Us
Investing in degree apprenticeships is a strategic move that delivers long-term benefits for businesses. By securing new talent, upskilling existing employees, fostering a culture of learning, reducing recruitment costs, and making the most of government funding, you position your business for sustained success. We are committed to supporting businesses in unlocking their potential through our comprehensive T Level and Apprenticeship programs.
Discover how degree apprenticeships can transform your business. Learn more about our offerings here or give us a call at 01934 411594 or email apprenticeships@weston.ac.uk.
On 24th September, the Prime Minister announced plans to change apprenticeships to provide greater flexibility – in response, we had a great roundtable at the Engine Shed, with inputs from all aspects of the apprenticeship picture. This article focusses on support.
There are important steps leading up to apprenticeships, from work experience to more formal bootcamps. Jane Coulter previously worked for IntoFilm, and now runs the West of England Film/High-End TV Workforce Development Programme from The Bottle Yard studios. It is designed to de-mystify the industry and open up those craft roles that range from camera, lighting and locations to set building and costume. It’s just started its 3rd round with an Intro Webinar on October 7th with 100 participants, and a process that whittles those down to provide a 5-week course for the 20 top candidates, hosted online and at The Bottle Yard. So far, 15 people have been taken on by the production companies working at the Studios or other businesses servicing production in the region .
The programme is funded by the West of England Combined Authority, but this funding ends in March 2025 and other sources are currently being explored. Can we identify the natural next step for public-sector support?
Jane Deane and Katie Green from the Western Training Providers Network connects training and education providers across the West of England to share opportunities, best practices, and collaborate for maximum impact. It also operates the region’s Levy Share scheme, in which companies with a payroll more than £3m and thus subject to the Levy can gift their payment to other companies.
They will support the crucial 5 steps to success :
Research: identifying apprenticeship standards and crafting a bespoke Apprenticeship Development Plan tailored to the company needs.
Find a Training Provider: arranging meetings, facilitating handovers, and assisting with paperwork once the provider has been selected.
Advertise: helping to write ads to attract diverse applicants, creating promotional materials, and sharing vacancies via the WTPN network and social media.
Funding Options: exploring available funding based on the apprentice’s age.
Set Up for Success: Supporting with shortlisting, interviews, and contracts to ensure a smooth start
And they’re easy to find – based in Engine Shed, and with regular drop-in sessions :
Engine Shed, Temple Meads, Bristol – Every Wednesday, 9am – 1pm
Future Space, Stoke Gifford, Bristol – The first Thursday of the Month, 10am – 12.00pm
The latest addition to the WTPN support network is the BBC! – Louise Brown is their Industry Partnership Manager.
Funding covers the training cost, but not the apprentices’ wages. The final thought from the meeting was “Why Not?”
The creative sector is rapidly evolving, with new talents and innovative minds shaping industries such as graphic design, media production, games and animation, art, photography, performance, theatre, fashion, and design. To ensure this sector remains vibrant and continues to thrive, it’s crucial that we support the next generation of creatives, offering them the resources and connections to jump-start their careers.
At Weston College and University Centre Weston, we’re dedicated to nurturing the talent of tomorrow through a wide range of creative pathways. Whether learners dream of becoming graphic designers, media producers, animators, or fashion designers, our courses equip them with the skills, experience, and knowledge necessary to succeed in today’s competitive job market. But there’s a vital element that makes this journey complete: real-world engagement from creative businesses.
Looking to the future, and as Sir Peter Bazalgette said:
In every scenario the Creative Industries are set to be of central importance to the UK’s future success. We have two great assets: the English language and our creativity, but the skills and business models of this sector are of increasing importance.
Source: https://www.gov.uk/government/news/bazalgette-review-sets-recommendations-for-continued-growth-of-uks-creative-industries
Employers supporting FE and HE providers offer crucial curriculum overviews which is needed for all learners. Without this, we are unable to prepare them for their future career and, simply put; they will not be industry ready. We value the support from employers who can be involved from a curriculum perspective, who offer projects, workplace experiences and more so we can provide robust, ready and industry savvy individuals. The Creative Sector businesses can inspire learners during their study through this engagement. We have found that this is especially vital for learners unable (or not looking) to go to university; or that want to stay local and contribute to their local economy. They can hear, experience and look to local employers for their next steps into industry.
How Creative Industries Can Get Involved
If you’re a local business in the creative sector, now is the time to step forward and engage with emerging talent. There are countless opportunities to connect with learners and help shape their future careers. We’re calling on creative companies to work with us by offering guest lectures, work experience placements, project work or attending our career events. Your involvement can make all the difference, providing learners with invaluable industry insights and hands-on experience that will give them the edge they need to flourish post-education.
This November, Weston College is hosting its annual careers event, which will bring together over 1,000 FE and HE students. This is a fantastic opportunity for creative businesses to meet fresh, enthusiastic talent and discover how they can contribute to the growth of local industry. Whether you’re looking to exhibit, scout new recruits, or simply share your experiences, we encourage you to take part. The event will be held in Weston-super-Mare on the 19th of November.
Why Partner with Weston College?
Weston College is passionate about supporting learners who want to stay local and contribute to the creative economy in the region. With Bristol 30 minutes away by train, learners are keen to look at exploring careers on offer. By partnering with us, you’re not only supporting the career aspirations of young creatives but also fostering a robust local workforce that can fuel innovation in your own business. Our creative pathways provide a pipeline of skilled professionals ready to make their mark in graphic design, media production, games and animation, art, photography, theatre, and more.
We believe that by building strong connections between education and industry, we can create a thriving creative community in Weston-super-Mare and beyond. We are here to support our learners but we also support business and want to listen, act and implement skills needed.
Let’s Connect
If you’re a creative business eager to inspire and work with emerging talent, we’d love to hear from you. Whether you’re interested in delivering a guest lecture, offering work experience, or promoting career opportunities, there are many ways to get involved. Your support can open doors for our learners and help develop the future of the creative industries.
For businesses interested in exhibiting at our annual careers event or partnering with Weston College in any capacity, please email us at employers@weston.ac.uk to register your expression of interest. Our passion is to support learner and industry so please do get in touch.
On 24th September, the Prime Minister announced plans to change apprenticeships to provide greater flexibility – in response, we had a great roundtable at the Engine Shed, with inputs from all aspects of the apprenticeship picture. This article focusses on the industry.
James Ellis, Business Development Manager at Creative Alliance talked through their approach. They have a team of 30 people operating from Birmingham, and providing blended learning for the apprentices they support – 1:1 coaching, seminars and peer learning as well as training. It’s part of a “spiral staircase” approach, where each step for the individual leads to an opportunity. James’ slide deck is below.
They provide particular support to neurodiverse people – those with lateral thinking and creative brains that may not fit conventional education.They work with corporates who pay the Apprenticeship Levy as well as microbusinesses, with schemes at Level 3 (A Level), Level 4 (Foundation degree) through to Level 7 (Masters) to cover Production Management.Apprenticeships are a great way to develop your established team – local companies such as Our Media currently focus on this benefit. You can watch James’ presentation below.
Lydia Thornton from Professional Apprenticeships talked through how apprenticeships can address issues of Equity, Diversity and Inclusion, and are especially relevant in areas of defined deprivation such as South Bristol. Their apprenticeships focus on Content Creation, Marketing and more technical pathways. They focus on 18-24s, many of whom have studied film and photography. Their advice includes things such as the value of having a driving licence – something many young people don’t consider – or can’t afford.
Nick Young-Wolfe moved for the Creative Youth Network to set up MUTI Live – providing apprenticeships and Skills Bootcamps across a wide range of professions in the live arts & events sector, for people at all stages of their career. He made the point that most careers guides in schools and colleges simply don’t know about the type of jobs in the industry, and that apprenticeships are the only route into the industry that is not debt-laden.
Infact, whilst apprenticeships may lead to university (or university-equivalent qualifications) whilst people are also earning a living, attending university shuts off access to apprenticeships!
Rachel Drummond Hay and Kibibi White from Drummer TV brought the industry perspective.
Rachel pointed out that creative microbusiness need to have 18 months of funded business ahead in order to host an apprentice (something that could be helped by the “flexi-job” approach, with multiple hosts, but is very challenging to organise). Drummer have years of learning from a strong work-experience programme as the first step in the “staircase”, and take on apprentices from that talent pool because they can learn their craft in “the Drummer Way”, when many graduates have to “unlearn” their practices to make their way inside the industry.
A strong learning culture within the company is a key to success. Kibibi is their latest recruit, supported by Cirencester College, and learning both inside and outside the office on an 80:20 model with roughly 1 day per week in the classroom. Duncan Fraser from A Productions pointed out that the “classroom time” can be front-loaded into the apprenticeship period with a 2-week block that can help get the apprentice work-ready.
Carmela Carrubba from Real SFX is also a passionate advocate for apprenticeships. Headquartered in Cardiff but now setting up at The BottleYard Studios, they have adapted the Level 3 Creative Digital Media apprenticeship to include special effects. Bizarrely, this can be done with the Welsh CDM course, but not the one in England… They have an 80% retention rate for their apprentices.
These are the people that are making apprenticeships work for our sector, and their companies are benefitting hugely. With the government also looking to energise skills development, we’ll look at the support that’s available in next week’s article.
If you are looking to recruit a live events tech, Weston College can help businesses access fully funded* apprenticeship training for small and medium-sized enterprises (SMEs).
There is still a post pandemic impact on the sector, resulting in disruptions to staffing, increased costs, and significant supply chain delays. As the industry strives to recover, this new apprenticeship provides a timely solution by developing a new generation of talented technicians capable of supporting the growing demand for live events across the UK and beyond.
The exciting Live Event Technician Apprenticeship program, designed to address the critical shortage of skilled professionals in the live events industry begins starts in November so dont miss out!
Live Event Technicians work in a wide range of settings, including concerts, festivals, theatrical productions, exhibitions, and conferences. Their core responsibility is to prepare, build, set up, and operate industry-standard equipment to deliver seamless live performances. In this dynamic role, technicians interact with a variety of professionals, including venue staff, production managers, designers, performers, and producers..
The Live Event Technician Apprenticeship offers a structured pathway for both new entrants and existing employees to gain the necessary technical skills and practical experience. Employers can use this program to recruit new talent or upskill current staff, ensuring that they are equipped to meet the high standards required for live event production.
For those looking to secure the future of their business and contribute to the growth of the live events sector, this apprenticeship is an ideal solution. To find out more, contact employers@weston.ac.uk
*For 16-21-year-olds and up to 25 if a young person has an Education Health Care Plan.
Being an Employer of Choice: Mental health and financial wellbeing are inextricably linked!
Sometimes, all it takes to drastically improve your employees’ quality of life is a conversation and guidance that can lead to a positive impact that they feel every day. Nobody is immune to money worries and financial stress. So, let’s get talking, break down taboos and change lives.
Poor mental health and financial problems are often closely tied. Fixing one can often help fix the other. Talking about money worries is a bit of a taboo subject in the UK. The topic is surrounded by stigmas such as debt, poor mental health, and absence from work, so we avoid it. But sweeping things under the rug doesn’t work. Long-term, if we don’t break taboos, taboos can break us.
Financial education plays a huge part in increasing preparedness and reducing stress. But stress and worries can build barriers in people’s minds, a powerful resistance to engaging. They may have the answers but feel overwhelmed or unsure where to start. So, to forge a path forward, we need to be there with them.
To help people see through the haze of financial stress, we need to connect with people as individuals, on their own level.
A vicious cycle
Poor mental health can lead to money problems:
And money problems can lead to poor mental health: Stretched budgets could mean less food, heat, or medicine. Financial communications might trigger feelings of anxiety and panic and persistent worrying could lead to sleep problems and burnout
This cycle can get out of control, spiralling downward and affecting relationships, work, and every other part of an employee’s life. It’s critical we let them know that help is at hand.
Breaking the taboo
If you don’t offer much support yet, it’s a good opportunity to get employees involved. Ask them what they want and need and build around their answers.
Maybe some want private 1-2-1 meetings, while others would prefer group workshops or an anonymous online forum. By starting the conversations here, you’ll already be taking steps to normalising talking about money and financial stress and showing that it’s important to your business.
Why employers should care
Why dedicate resources and people to tackling financial stress? According to UK charity Mental Health At Work, 66% of employees feel like their company doesn’t care about their financial situation, making them more likely to salary hunt elsewhere and less productive in the working day.
In other words, beating financial stress is in your business’ best interests too. And if you have limited resources, you can partially rely on the government’s Money and Pensions Service.
You need to load content from reCAPTCHA to submit the form. Please note that doing so will share data with third-party providers.
More InformationNotifications