How to Update CV for 2026: Highlight Creative Instinct and Agility, AI Smarts and Versatility

Top recruiters from around the world have clear advice for those set to navigate a tough job and freelance market in 2026: focus on reputation and relationships; sharpen creative instincts and AI fluency, and prove “talent, agility, and resistance”.

Job-seekers and freelancers are grappling with a landscape shaped by AI and the Omnicom-IPG merger, which has seen supply “vastly outweigh demand,” according to Samantha Peace and Helen Kimber.

The co-founders of UK creative talent recruitment agency Creative Connections said “shifting budgets, project-led fee patterns” and an increase in “more generally reactive campaign cadence”, plus the merger, will “tip the seesaw firmly” towards freelance arrangements and fixed-term contracts next year.

So what skills are most important? Do other roles exist that people should research and pivot towards? And how can people stand out in an increasingly flooded freelance pool?

“Those with hybrid skills, flexible in approach and attitude, able to move fast, pivot, and remain open to a variety of shape and size of roles will find it easiest to secure and extend contracts as well as land the perm opportunities when they come around,” the pair said.

“Brush up on your tools and software (AI of course). Fill your social experience bucket as full as you can. Treat every opportunity as if you are along for the entire ride, contributing to the wider business as well as the day job.”

​Omnicom’s $13.5bn acquisition of rival IPG was finalised last month, creating the world’s largest holding company. 4,000 jobs are set to go globally, adding to the thousands the companies already cut in preparation for the deal.

AI has also contributed to the job market’s growing instability this year. Increased use of generative AI in production has heightened creatives’ fears, and re-engineered workforces.

Despite this, AI is responsible for creating a wealth of new career opportunities, according to Pauly Grant, who is chief talent officer at Publicis Groupe APAC and ANZ and plays a significant role in the business’ recruitment efforts. She said next year’s job market “will reward those who combine sharp creative instincts with a future-forward mindset”.

“While the fundamentals of being a great producer, strategist, or creative remain – conceptual thinking, clear communication, and delivering exceptional work – the context in which we operate is evolving fast.

“In terms of soft skills, adaptability and resilience aren’t just buzzwords; they’re survival skills in a landscape shaped by advancements in AI and constant change. Be curious, open-minded, and willing to learn, especially when it comes to technology.

“The future isn’t about replacing creativity with machines, it’s about integrating human insight with technological capability.”

Jobs she foresees being popular next year include: creative technology roles; producers – integrated across different channels and technologies, rather than focused on one discipline; AI adoption leads; AI strategy and delivery leads; AI engineers who work alongside producers; content experience designers who create immersive brand experiences; data roles, and digital transformation roles.

​Zoe Edwards, principal consultant at UK-based creative talent recruitment agency, The Industry Club, told LBB the Club’s latest report into hiring in the age of AI showed 65% of leaders will hire for aptitude over AI skills.

“Most agencies don’t need ‘AI experts,’ they need people who learn fast, adapt under pressure, and apply judgement,” she said. That involves experimenting with new tools, and learning to “simplify complex outputs and spot opportunities others miss.”

Recruiters also had advice for how to effectively convey these skills on paper. Christine Olivas, CEO and CSO of US-based talent agency No Single Individual, sees “hundreds of resumes from freelance and full-time folks”.

She suggested avoiding “overly-specialised” resumes, as many hiring managers are looking for “sharp T-shaped generalists who know enough about a lot to be dangerous”. She also warned against resumes that sound “overly robotic”.

“While those may work for mass applications, they remove the personality and uniqueness of an individual's voice and writing style, which, ironically, are critical to standing out in an AI-obsessed world.”

Pauly added ensuring a resume stands out comes down to “authenticity and impact” and added while AI is powerful, people should ensure their “personality and unique perspective shine through”. And just as a campaign is measured by its effectiveness, a resume should also demonstrate return on investment (ROI).

“Impact speaks much louder than a standard CV,” she said.

“Be clear about the results you’ve delivered – the ROI, the creative breakthroughs, the campaigns that moved the needle.

“Showcase your tech and AI fluency. Don’t just list your experience in bullet points, but develop a story you can confidently talk through in interviews. Demonstrate how you’ve used these tools to enhance creativity and efficiency.”

In Australia in particular, the year was characterised by a slew of CEO and CCO shuffles. In August, LBB reported on the exit of 11 agency CEOs in six months (there have been more since). BMF CEO Stephen McArdle and Pauly’s boss, Publicis Groupe AUNZ CEO Michael Rebelo, attributed the changes to AI. As a result, an abundance of highly-experienced talent is entering 2026 without a role lined up.

​Lea Walker, founder and principal recruiter for Australian recruitment agency Mrs Walker, said the industry can no longer assure “life-long career trajectories”.

“If I were giving advice on skills, I would suggest you work on your industry contacts and relationships, manage your own 'brand narrative', and pursue a variety of creative outlets to ensure your income doesn't rely entirely on advertising freelance.

“There is no magic bullet to stand out in a crowded freelance market other than the calibre of your work, your relationships, your reputation and your work ethic.

“Take more control of your own career destiny. Talent, agility, and resilience will always rise to the top.”

She conceded there will be increased demand for “genuine AI understanding and daily integration into … workflow”, and recommended those that aren’t “playing” with it already “better start”.

Zoe echoed this, adding people who are “progressing aren’t waiting for training”.

“They’re experimenting in real life: automating boring admin, prototyping campaign ideas, building small content engines, even using AI outside work to plan trips, test business ideas, or streamline family logistics. These scrappy habits prove they can navigate uncertainty.

“In a crowded freelance market, clarity wins: know your strengths, target obvious fits, and show you can keep pace with the way agencies are evolving.”

​Kristen Cavallo, the ex-global CEO of MullenLowe and current executive director at The Branch Museum, recently wrote on LinkedIn about her experience with redundancy and advised others facing similar circumstances not to underestimate their ability to adapt. She suggested writing down a list of job skills, rather than titles.

“People in marketing tend to be ambidextrous, which is a gift most days. The hard part comes when you’re figuring out what’s next and the list gets long. Seeing your actual skills on paper helps redefine the path,” Kristen said.

“The danger isn’t the change – it’s the story we attach to it.”

Pauly urged not underestimate the “power of human connection” next year.

“Attend industry events, build relationships with agencies and leaders directly, and leverage your network. In 2026, personal branding matters. Share your point of view on LinkedIn regularly,” she said.

“Thoughtful, authentic content positions you as someone who understands where the industry is heading and has something to say about it.

“In short: be human, be impactful, and be visible.”