IPA Agency Census 2024

The definitive survey of employment trends in media, advertising and marketing communication agencies.

According to the 2024 IPA Agency Census, now in its 65th year, total employee numbers, within IPA member agencies, as at 1 September 2024, totalled. 26,787, up from 26,630 recorded in 2023.

Other key findings:

  • Staff turnover falls year-on-year
  • The number of females in the C-suite increases
  • The number of under 25s working in the industry continues to decline
  • The overall level of ethnic diversity in member agencies increases marginally
  • Both the gender and ethnicity pay gaps have increased
  • The vast majority of agencies are continuing to operate hybrid working models

Commenting IPA Director General, Paul Bainsfair:

“It is good to see that, despite tough trading conditions for UK plc, the overall number of employees working within IPA agencies has continued to grow this year and that staff turnover has reduced considerably. It is also welcome news that the percentage of women in C-suite positions also continues its positive trajectory, and that the proportion of women and people from a non-white background entering the business is strong. We are, however, seeing that there are areas where more focus could be applied to improve the diversity and inclusivity of our business; particularly with regard to ensuring the progression of people from non-white backgrounds and women up the ladder, which will in turn help to reduce the ethnicity and gender pay gaps.”