Japan Salary Survey 2025: Digital agencies and consulting firms.

Over the past 12 months, the agency and consultancy market in Japan has changed in some important ways. For this Salary Survey for Japan’s Digital Agencies 2025, our team of five at Cogs Japan has spoken to around 2,000 professionals this year across international agencies, consulting firms, and hybrid creative businesses.

Here is what we are seeing.

Market Overview

The market has slowed compared with 2024. We’ve seen around 20% fewer new vacancies than last year.

That said, it is not a complete slowdown. Many companies still take months, sometimes over a year, to fill key digital positions. There are fewer openings overall, but because good talent remains in short supply, strong candidates are still securing roles quickly. Decision-making has become slower, especially for foreign companies in Japan. Budgets and headcount approvals are taking longer, making many processes cautious and drawn out.

At the same time, companies that are hiring now often find it slightly easier to secure talent because competition is lower than during the post-pandemic hiring surge.

Shifts in Role Demand

The biggest structural change is the reduction in standalone service design and analytics roles.

In 2023 and 2024, many consulting firms and agencies hired dedicated service designers. This year, the skills are still valued, but they are absorbed into hybrid UX/UI or product roles that also cover research. Analytics roles have also declined. With more enterprise tools available, many marketing, e-commerce, and product teams generate insights themselves. Companies therefore rely less on agencies or dedicated analysts.

AI capabilities now appear in nearly every job description, even when the company’s AI strategy is still forming. Agencies and consultancies are exploring automation, idea generation, and analytics using AI, and expect teams to be comfortable with these tools.

Compensation Patterns (Salary Survey for Japan’s Digital Agencies 2025)

According to insights from the Japan Digital Agency Salary Survey 2025, salaries have remained stable, although the gap between agencies, consulting firms and tech companies is still wide. A similar role in a US-backed tech company can pay 50-100% more when you include bonuses and shares. Within agencies and consultancies, base salaries are similar, but consultancies typically outpay agencies through structured bonus schemes. Managers often receive 10-20% bonuses, while directors can see 20-40% or more. Agencies often offer smaller or irregular bonuses, and sometimes none at all.

That said, cultures and working styles differ significantly, even when the skills required are similar. Some people prefer agency creativity and energy, while others prefer the structure and organisation of consulting firms.

Candidate Sentiment

The mood among candidates this year is noticeably more cautious. In 2024, many people were motivated by joining companies with strong values or creative missions.

In 2025, most are prioritising stability and pay. Flexibility is still valued but is no longer the main deciding factor. Remote-first roles were a major attraction a few years ago, but now most candidates are satisfied with two to three days in the office if the role has good work-life balance.

We have also seen many foreign professionals entering Japan on working-holiday or short- term visas. Many are not bilingual or lack local market experience, so competition is intense for global roles. Demand for bilingual Japanese professionals remains strong.

There is growing interest among Japanese candidates in working overseas. However, international markets are still slow and visa approvals take time, so relocation options remain limited.

What This Means for Employers

• Move faster. Long decision times risk losing good candidates.
• Benchmark realistically. Tech and consulting firms are setting the new pay standards.
• Be transparent and clear. Candidates want clarity on career paths and team culture, not
  marketing slogans.

What This Means for Candidates

• Expect longer hiring processes.
• Do not undervalue hybrid product design or AI-related experience. These skills are in high
  demand.
• If moving from agency to in-house or tech, show how your work leads to measurable
  business results.
• Tech salaries are higher, but the jump is not always immediate. Find the right level where
  your skills translate before expecting major increases.

Salary Survey for Japan’s Digital Agencies 2025

Summary

As highlighted throughout the Japan Digital Agency Salary Survey 2025, the industry is more cautious than before, yet opportunities remain strong for skilled digital and bilingual professionals. The agency and consultancy market in Japan has become more careful but not stagnant. The number of open roles is lower, yet demand for skilled digital, creative, and bilingual talent remains strong.

Companies that move decisively still have every chance of securing the best talent this year.

Read our Salary Trends for Japan’s Consumer Brands, Retail and E-commerce 2025 here.

Cogs is an executive search and recruitment agency specialising in connecting creative-minded individuals with global career opportunities.

For further reading and resources, check out our blog: Cogs Agency.

Reach out by sending an e-mail to contact@cogsagency.com , check out our LinkedIn page for the latest job updates and read more of our articles.

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