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IPA Census shows ethnic representation in agencies is 5.1%

The annual census of IPA membership from 2004. The Agency Census has become the definitive survey of employment trends in media, advertising and marketing communication agencies.


The IPA today (3rd February 2005) published the 2004 Agency Census, the definitive survey of marketing and communication agencies, which shows that there were 15,190 individuals employed in 234 IPA member agencies as at 1st September 2004, compared with 14,036 in 220 agencies in 2003.

92 agencies (out of 237) taking part in the Census provided information on their ethnic breakdown as follows:

94.9% of employees are white
1.7% of employees are Asian
1.8% of employees are black
0.9% of employees are of mixed origin
0.7% of employees are from other backgrounds

These figures compare to previous years as follows:

6.2% in 2003 on an agency response rate of 88
4.2% in 2002 on an agency response rate of 108

Commenting on these latest figures: Trevor Robinson Executive Creative Director of Quiet Storm and Joint co-Chairman of the IPA Ethnic Diversity Group said: “These figures are only an indication of the true picture as less than half the agencies provided data. We need to educate and emphasize the importance of agencies reporting on their ethnic intake. However the fact that 11% of delegates were non-white on the IPA training course for newcomers is testimony to the fact that the message is getting through.”

Other highlights of the Census are:

- By agency type 74% (11,280 employees in 178 member agencies) of the em-ployed base are to be found in creative and full-service agencies of which 1,637 are employed in 18 direct marketing/integrated agencies, 220 in 8 digi-tal/interactive 8 agencies and 47 in 3 healthcare agencies. The remaining 26% of the employed base (3,910 employees) are to be found in 57 media agencies.
- 74% of the employee base is in London however the average agency size in London has declined from 84.2 in 2003 to 82.8 in 2004. The average agency size for out of London agencies has risen from 37.5 in 2003 to 41.4 in 2004.
- 22% of staff are employed in account management, 16% in media, 13% in creative and 12% of creative services.
- There are over 750 temps and freelancers working in IPA member agencies, an average of 3.2 per agency. 
- 3.4% of employees work on a part-time basis.
- The mean age of employees in the industry is 33.6 with 48% of the workforce being under the age of 30. 19% of the workforce is over 40 while 6% is over 50. In media agencies the bias towards younger employees is more pronounced with 64% being under the age of 30.
- Women continue to make up approximately half of the agency work force.
- There are estimated to be 550 first year trainees (3.7% of the total workforce). This figure compares to 449 in 2003.

Please click herefor more information on the 2004 IPA census or click here to go to the Ethnic Diversity in the UK mini-site.

Last updated 22/01/2009

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