Marketers Most Wanted: August 2026
July marked a change of gear on the StudioSpace platform. After a spring dominated by production and execution work, marketers spent the month investing upstream: in research, propositions and planning. Content and creative demand held firm, but the centre of gravity moved decisively towards defining direction before commissioning delivery.
Research & Insight takes the top spot
Research & Insight claimed first place in July with 8.6% of briefs, displacing Video Production which led the table last month. The shift reinforces a broader move towards evidence-based decision-making, with brands investing in understanding audiences, markets and performance before activating campaigns. It suggests marketers are preparing for future planning cycles or recalibrating mid-year strategies with fresh data in hand.
The biggest climbers
Product & Proposition posted a notable uplift, climbing into the top tier at 7.1%. Combined with steady growth in Customer & Market Strategy at 5.7%, July showed a clear appetite for foundational marketing work: defining what to offer, to whom and why. The question of the month moved from "how do we execute?" to "what should we be saying and selling?"
New entries to the top 10
Three categories entered the rankings this month. Public Relations returned, possibly reflecting a shift from long-term brand positioning towards more immediate reputation and communications needs. CRM appeared for the first time in months, signalling renewed focus on retention, lifecycle marketing and owned-channel performance as brands look to maximise value from existing customers. Marketing Planning also joined the table, rounding out a distinctly strategic set of arrivals.
What dropped out
The exits tell the same story from the other side. Production Management and Marketing Campaign Execution both fell out of the top 10, confirming that July was less about delivery logistics and more about strategic groundwork. Brand Strategy also exited the rankings, while Video Production, last month's leader, slid to mid-table at 7.1%. Production budgets may be stabilising after a peak, or brands may simply be settling direction before commissioning new assets.
What it means for marketers
July was a recalibration month: less "make the asset", more "define the direction". If the pattern holds, expect a resurgence in production categories through late Q3 and Q4 once strategies are set, continued demand for insight-led agencies and growing interest in CRM and owned-channel optimisation as brands chase efficient growth. Agencies positioned around research, proposition development and marketing strategy are particularly well aligned with the current demand signals.
Looking for an agency partner to turn insight into action? Browse the StudioSpace platform to find vetted independent agencies across every one of this month's most wanted categories.
