IPA publishes 2014 Agency Census

The IPA’s definitive annual survey of employment trends in media, advertising and marketing communication agencies published today (27th November) shows a 7% increase in overall employee numbers, a 12.2% rise in digital roles, a 23.6% increase in BAME representation, a 31.4% increase in first year-trainees, and evidence that agencies are adopting flexible working practices.

27/11/2014

Highlights include:

  • The total number of employees in IPA member agencies is now 23,231, up from 21,715 in 2013, marking the fifth year of consecutive growth.
  • The employed base in creative and other non-media agencies has grown by 2% to 14,885 while in media agencies it has grown by 17.2% to 8,346.
  • The male/female split remains approximately 50:50.
  • 5% of employees are in senior management positions, of which 25.6% are women - up from 22.2% in 2013.
  • 8.6% of the total employed base is in a digital role, excluding search, compared to 7.5% in 2013.
  • While still dominated by men in general, women are taking on more digital roles. Their representation in digital creative roles is 27%, up from 15% in 2013, digital programming and web design is 17%, up from 10% in 2013, digital UX/IA is 27%, up from 24% in 2013 and studio services is 33%, up from 25% in 2013.
  • There are now 3,015 BAME employees in IPA member agencies, accounting for 13% of the total employed base, up from 11.2% in 2013 and from 8.2% in 2008.
  • The estimated number of first-year trainees in member agencies increased year-on-year from 793 to 929, with the vast majority of these (79.6%) being in media agencies.
  • The number of apprentices increased from 38 to 57 and the number of interns increased from 353 to 412 year-on-year.
  • An estimated 1,639 individuals, 7.1% of the employed base, work for their agencies on a part-time basis, up from 1,100 in 2013, while an estimated 410 individuals, 1.8% of the employed base, work for their agencies at home on a regular basis, up from 219 in 2013. This suggests that more agencies are adopting flexible working practices.
  • The average age of employees is 33.6.

Says Paul Bainsfair, IPA Director General: “With overall staffing levels up, the number of people from BAME backgrounds up, and with the number of women in executive management positions on the rise, the 2014 Census paints a positive picture as we move into 2015. If we are to maximise our commercial creativity it will be essential to continue to grow, nurture and retain this diverse talent.”

Says Tom Lewis, IPA Finance Director: “The headline growth in agency numbers reflects the continued positive news from our Bellwether survey; a significant proportion of the growth comes from media and digital – trading desks in particular – so this is clearly an area where agencies need to ensure they have the right strategies and the right people in place. Agencies’ confidence in the economic outlook is also reflected in the relative increase in the number of employees versus freelancers.”

For further details on the profile of the employed base by agency type, gender, age, ethnicity and department type, as well as working practices and staff turnover, read the full 2014 Agency Census here. It is free to IPA members and £45 for non-members.

At the IPA’s recent Talent Adaptathon, part of IPA President Ian Priest’s Adapt agenda, agency practitioners gathered to hack the way forward for attracting and retaining a more diverse talent pool - across skills, gender, age, background, ethnicity and sexual orientation - now and for the future. To view the insights from the day visit here.



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