2025 salary benchmarks: Marketing, creative, comms

Despite challenges like layoffs, junior and mid-level candidates are expected to find opportunities, particularly in sectors demanding proficiency in AI and digital tools in 2025, according to MCG Talent's APAC Recruitment Market Guide 2025.

Just over half (51%) of APAC marketers believe that AI and automation will be their primary focus in 2025. However, there are mixed views on AI's impact on employment, with 66% anticipating it will replace jobs and 24% expecting AI to create new job opportunities.

 

The talent market in APAC is still expected to remain a local and global destination of choice for talent, despite facing competition from emerging markets like the UAE. 

Digital, technology, and AI-related skills will be among the most sought-after in candidates. The APAC job market will demand digital and tech skills, focus on DE&I, and highlight the importance of soft skills and company culture. Adaptation to these trends will be key to success. 

Leon Ho, managing director Asia, Ptarmigan Media said: "The most in-demand skills and qualifications will be those of well-rounded individuals who can combine technical capabilities with strategic and analytical skills. Digital marketing and on-platform experience will continue to be highly sought after, but siloed technical skills alone won't suffice. Interpersonal and communication skills will also be crucial, as emotional intelligence and the ability to handle difficult situations are harder to teach."

For marketing and media roles, whether friend or foe, AI is here to stay and will be valuable for marketers who leverage it. According to MCG Talent, APAC marketers see AI and automation as the top priority for 2025 (51%), followed by data-driven marketing (24%). Personalisation and customer experience (CX) are also important (15%), but community-building is seen as less critical (10%). 

In the creative field, most (54%) expect AI to significantly impact copywriting and content creation, with graphic design second (19%). Web/app development (13%) and video/animation (14%) are expected to be less affected. 

 

The advertising world is undergoing rapid change due to disruptive technologies and AI-driven tools, requiring constant upskilling for professionals. Rhys Taylor, managing director, global client lead at Publicis Hong Kong, points out the industry's move toward automation and streamlining through AI, software, and diverse teams: "It will be less about specific skills and more about adaptability and having a good attitude. The ability to change, willingness to change, and seeing the change coming will be crucial. The earlier someone learns to do this in their career, the greater the opportunity to get ahead there is."

Simultaneously, big data is transforming global communications, enabling professionals to offer enhanced advice and improve efficiency. Saprina Leung, director at MSL, elaborates: "Big data tools have not only increased our revenue but also our efficiency. These tools allow us to provide professional advice beyond client instructions. For instance, tools like Brandwatch and Fluency help us in influencer collaborations and audience analysis."

While AI is expected to significantly impact content creation, the human element in PR remains invaluable. Nearly half of comms professionals in APAC believe the human element remains crucial, while 37% anticipate AI will revolutionise the field. The remaining 14% think AI's impact will vary depending on the situation.

 

Justin McGuire, CEO and co-founder of MCG Talent, believes that agility and adaptability will be key to success in 2025: "This year is all about navigating the market with confidence and making it a year to remember". He emphasises that "companies that are more nimble, more agile, more progressive, either in terms of what they offer as a service or as a work environment to be a part of, will become more desirable and sit head and shoulders above their competition".

 

Here are MCG Talent's 2025 salary benchmarks for marketing, creative, and communications roles in Hong Kong and Singapore.