IPA Benchmark Surveys

Since the 1960s, the IPA has undertaken a series of benchmark surveys among member agencies. The primary objective of these surveys has always been to provide the management teams at member agencies with tools that enable them to benchmark their agency against comparable agencies in relation to a number of financial and HR related factors. This enables member agencies to make better-informed choices in order to adapt their individual competitive strategy to market conditions.

IPA Agency Census

The IPA’s flagship study is also its oldest and has been running since the 1960s.
The results shine a spotlight on the size and profile of the employed base in IPA member agencies each year.
This long history provides a unique longitudinal perspective on how the make-up of advertising agencies are changing.
In recent years there has been more of a focus on ethnic representivity and the relative pay gaps across gender and ethnicity.
The annual IPA Agency Census report is widely available and picked up by industry publications and, on occasion, the national press. This is the only benchmark survey undertaken by the IPA that has results available in the public domain.
Results are reported at an aggregate level with no individual agency results being available.

Salary & Benefits Survey

Since 2020 the separate Salary and Benefits surveys have been combined into a single study run every two years.
The results provide management teams in IPA member agencies with a comprehensive review of salaries paid across the industry as well as information about the range of benefits offered to employees.
The survey is regarded as an invaluable management tool by Finance Directors and HR Teams, helping them set salary levels and build bonus packages using industry benchmarks.
This is an invitation-only survey conducted online among Directors from HR or Finance.
The results are not widely published and access to the results is strictly controlled.
Historically only agencies that responded directly to the survey were entitled to receive a copy of the survey results. This has now changed and senior leaders from IPA member agencies can access current and historical reports.

Pricing & Financial Benchmarks Survey

Provides management teams in IPA member agencies with remuneration and financial benchmarks focusing on agency charge-out rates.
Undertaken every two years. Historically this survey has been run during the second quarter of the year.
This is an invitation-only survey conducted online usually by the Finance Director although for smaller agencies this could be another senior leader at the agency.
The results are not widely published and access to the results is strictly controlled.
Historically only agencies that responded directly to the survey were entitled to receive a copy of the survey results. This has now changed and senior leaders from IPA member agencies can access current and historical reports.

Contact for Surveys