UK marketing and creative salary benchmarks and trends

Name: Salary negotiations
Creator: Robert Half

2027 UK Salary Guide

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As the mix of content, data and digital capabilities across marketing and creative work continues to evolve, hiring managers in the UK are aligning pay more closely to what roles now require, selectively exceeding budgeted salary ranges for professionals with specialised skills. Content is increasingly data-informed, and AI-enabled tools are reshaping how teams operate, but organisations continue to rely on professionals who can apply expertise, judgment and strategic insight to produce high-quality, impactful work.

Professionals who combine creative and content skills, digital execution and analytical insight can command higher offers. But the ability to apply those skills with sound judgment is what separates standout candidates. They know their value, making it harder for employers to compete for them when pay falls below market rates or roles expand in scope without corresponding salary adjustments.

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Enter your city to see salaries tailored to your local market. Starting salaries can vary significantly depending on your skills and experience, the size and sector of the organisation, and the demand for the role in your area. The city you choose reflects not only the urban centre but also the surrounding region.

Creative and Content

Design and Production - Digital

Digital Marketing and Advertising

Marketing and Public Relations

Position title

25th percentile

50th percentile

75th percentile

Motion Designer

29500

36750

44000

Graphic Designer

26000

33750

41250

Content Manager

28250

33750

41250

Copywriter

28500

31500

36750

25th percentile

The candidate has little or no prior experience in the position and is still developing relevant skills.

50th percentile

The candidate has an average level of experience and has most of the necessary skills.

75th percentile

The candidate has above-average experience, has most or all the necessary skills, and may have specialised qualifications.

2027 UK marketing and creative compensation trends

Insights at a glance

38%

of marketing and creative hiring managers are offering salaries above their planned ranges to secure top talent.

76%

cite the need to secure candidates with specialised skills as a reason.

27%

are paying more for professionals with generative AI skills.

Specialised skills commanding premiums

Professionals with the following skills may command higher pay:

Analysis and research skills

Copywriting

Video editing

AI skills

Crisis communications experience

Editorial / journalistic writing

Salary negotiations

Candidates with specialised, in-demand skill sets have greater leverage in compensation discussions, and many employers are responding in kind. The marketing and creative salary survey points to a targeted, skills-driven approach to compensation, where negotiation is driven by the premium placed on hard-to-find expertise.

67%

of managers are willing to negotiate base pay.

37%

say candidates frequently negotiate higher salaries based on specialised skills.

32%

of professionals struggle with knowing their market worth.

Rewards that motivate career moves

When base pay is similar, marketing and creative professionals weigh other factors heavily when considering a job change. Benefits, perks and incentives can help companies strengthen offers and stand out to in-demand candidates. Top benefits and perks that would motivate a job change include:

Work‑life balance and flexibility

Hybrid work options, flexible work schedules, unpaid leave, sabbaticals/leaves of absence

Financial

Bonuses, meal vouchers, commuting discounts, home office equipment allowance

Explore benefits that attract top talent

Roles, industries and certifications on the rise

Salary growth above the 1.9% average for marketing and creative roles is expected for positions that require expertise in digital marketing, marketing technology, audience engagement, social media strategy, automation and data-driven campaign delivery.

+3.4% Social Media Manager

+3.2% Head of Digital

+2.8% Marketing Automation Manager

+2.8% Marketing Automation Specialist

+2.6% Chief Digital Officer

+2.5% Events Manager

Certain industries continue to invest heavily in marketing and creative talent, especially where organisations are focused on brand growth, digital transformation, customer engagement and content-driven business strategies.

Business Services

Education / Research

Manufacturing / Industrial Facilities

Trade / Retail

Certifications can justify higher pay when they validate expertise in digital marketing, creative technologies, audience engagement, campaign performance and the effective use of emerging tools, including AI, as businesses increasingly need professionals who can help automate marketing activities.

Adobe qualifications

AI certifications

CIM

Google Ads certifications

Institute of Data and Marketing (IDM) qualifications

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Trends and salaries by professional field

Get projected 2027 starting salaries and salary insights in 6 professional fields.

Finance and accounting

IT and technology

Legal

Administrative and business support

Human resources

The salary benchmarks in the UK Salary Guide From Robert Half are the result of a rigorous, multistep process designed to reflect projected market trends for 2027. They are based on actual compensation for professionals Robert Half has placed across the UK, along with 365k third-party job posting data from Textkernel that we use for independent validation.

Non-salary data referenced in the UK Salary Guide is based on online surveys developed by Robert Half and conducted by an independent research firm. Robert Half commissioned research amongst 1,500 respondents using an online data collection methodology. The respondents represent 500 hiring managers and 1,000 workers in finance and accounting, IT and technology, administrative and office support, marketing and creative, and legal. Respondents are drawn from a sample of small-to-midsized enterprises (20-249 employees), and large (250-plus employees) private, publicly listed and public sector organisations across the UK.