According to the 2025 IPA Agency Census, now in its 66th year, on 1 September 2025, IPA member agencies employed 24,963 people, representing a 6.8% decrease from 26,787 in 2024.
This reduction was driven by a considerable contraction in creative and other non-media agencies, where employment fell by 14.3% from 14,775 to 12,659. By contrast, employment in media agencies increased by 2.4%, rising from 12,012 to 12,304.
"This year’s Census reflects an industry making important progress on gender and ethnic representation, while facing some hard truths about the shape of its workforce. Headcount is down, churn is up and the steep fall in entry-level roles raises real questions about future capability, particularly as AI reshapes skills and ways of working. Keeping talent pipelines open, including making far better use of apprenticeships and the Apprenticeship Levy, is no longer optional. Agencies that continue to invest in early careers, skills development and retention will be best placed to build resilient businesses and a workforce fit for the future."