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IPA publishes 2004 Agency Census

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.

This rise is due largely, but not entirely to the growth in the number of IPA member agencies.

In addition to payroll employees it is estimated that there are over 730 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 highlights of the Census are:

- By agency type 74% (11,280 employees in 177 member agencies) of the employed 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 digital/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.
- 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.
- 92 agencies (out of 237) provided information on their ethnic breakdown – 94.9% of employees are white, 1.7% are Asian, 1.9% are black, 0.9% is of mixed origin, and 0.7% are from other backgrounds


Note to editors:
The IPA is the industry body and professional institute for UK advertising, media and marketing communications agencies and was established in 1917 as a servicing body and to negotiate on behalf of its members with media bodies, government departments and unions. The IPA’s 239 corporate members represent the major part of the advertising agency business, handling advertising with an estimated value of some £7,000 million per year (over 80 per cent of advertising placed by agencies) on behalf of many tens of thousands of their client companies and organisations nationwide.

Last updated 22/01/2009

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