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IPA publishes 2002 Agency Census

The annual census of IPA membership from 2002. The Agency Census has become the definitive survey of employment trends in media, advertising and marketing communication agencies.


The 2002 IPA Agency Census, the definitive survey of marketing and communications companies, released today (Thursday 30th January 2003) shows that there were 14,200 employees employed at IPA member agencies as at 1st September 2002.  This compares with 14,000 employees in 2001.

A breakdown of these figures reveals a 4% decline in numbers employed in large agencies (with a gross income over £18m) and increases of  4% and 5% respectively at medium and small sized agencies.

Factoring out the increase in the number of IPA member agencies contributing to the 2002 survey, the IPA estimates there has been a year-on-year decline in the employee base of approximately 2.5%.

The 2002 Census also reports the first ethnic breakdown of the marketing communications industry as well as male/female comparisons and job roles.

The highlights of the Census are:

·76% of the employee base is in London
·66% of employees are under the age of 35. In media agencies this figure is 78%.
·16% of employees have achieved board director status or higher within their agency. Of these 77% are men and 23% are women.
·Women continue to make up nearly 50% of staff. Within this they represent 10% of Chairmen, CEOs and managing directors, 16% of Art Directors and 20% of copywriters in creative agencies.  In the interactive and design functions these percentages rise to 32% and 27% respectively.
·The first ethnic figures show that the overwhelming majority of employees (95.7%) are from a white British background while 1.4% are classified as Black, 1.3% are Asian, 0.8% are mixed and 0.7% are from other backgrounds.
·It is estimated that there are 600 freelancers working for IPA member agencies, the majority of which (58%) are based in the creative department.
·there are estimated to have been 300 first year trainees working at IPA member agencies (which accounts for 2% of the total base).

Commenting on the first ethnic figures, Stephen Woodford, IPA President elect and Joint Chairman of the IPA Diversity Project said: “'For the first time the IPA census has measured ethnic minority employment in agencies and around 4% of agency staff are Black, Asian, Chinese and mixed race. We are hoping to encourage greater ethnic diversity and the positive news from IPA-funded qualitative research is that ethnic minority employees find the agency business one in which talent thrives regardless of background. We will use this data as a benchmark and as a result of the IPA's strategy to encourage more entrants from the ethnic minorities, we hope to see increasing employment in agencies in future years.” (N.B. For more information about the IPA's Ethnic Diversity Project please see link below)


Said IPA Director General Hamish Pringle: “The 2002 figures reflect the tough economic market environment but some people may be surprised that the overall decline on a like-for-like basis has been relatively small. We believe this reflects the diversity of IPA member agencies and the fact that there are areas of growth as well as decline.”

The census is available through the news section of the IPA website, or by typing ‘census’ into the search option at the top of the IPA homepage.


To view the 2002 IPA Agency Census please  click here


To find out more information about the IPA's Ethnic Diversity Project please  click here


Note to editors:

The IPA  Ethnic Diversity Project was established in 2001 to examine how people from minority backgrounds are treated in the workplace and portrayed in advertising.  The Census is the first published part of this project under the joint chairmanship of Stephen Woodford of WCRS and Ray Barrett of Barrett Cernis.

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 221 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.

For further information:

Hamish Pringle, IPA Director General tel: 020 7235 7020
Stephen Woodford, IPA President-elect and Joint Chairman of the IPA Diversity Project and Chief Executive of WCRS tel: 020 7806 5000
Issued by:  
IPA Press Office tel: 020 7201 8240

Last updated 10/12/2012

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