IPA Agency Census 2025 shows workforce declines while diversity improves

According to the 2025 IPA Agency Census, now in its 66^th 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. 

Further key 2025 IPA Agency Census findings

The decline in employment was more pronounced among part-time employees, men and those aged 25 and under

Full-time staff numbers fell by 6.7%, from 25,065 to 23,396, while part-time roles declined by 9% to 1,567.

The number of men employed fell by 7.3% y-o-y to 10,820, while the number of women employed decreased by 6.2% to 13,966. In overall percentage terms, men comprised 43.3% of employees and women 55.9%.

Numbers of employees aged 25 and under declined by 19.2% from 3,632 to 2,936. This shift contributed to an increase in the average employee age, rising from 35.2 years in 2024 to 35.6 years in 2025.

Staff turnover increased across IPA member agencies in the 12 months to 1 September 2025, while staff retention declined.

Overall turnover rose to 24.8%, up from 24.1% in 2024, and increased from 21.2% to 24.2% when redundancies were excluded. Turnover in creative and other non-media agencies rose to 27.6%, while turnover in media agencies fell to 21.7%. Overall staff retention declined to 68.6%, down from 74.9% in 2024. Where detailed data was available, resignations accounted for 58.5% of departures, with redundancies responsible for 14.3%.

Reflecting the overall reduction in workforce size, reported employee vacancies fell considerably

Agencies reported 680 open roles across all levels of seniority, down from 1,149 in 2024, a decrease of 40.8%. Vacancies declined by 47.2% in creative and other non-media agencies and by 34.7% in media agencies.

Progress continued in senior gender representation

Women now hold more than 40% of C-suite roles for the first time, accounting for 40.8% of senior positions, up from 39.9% in 2024. In creative and other non-media agencies, women’s C-suite representation rose to 39.7%, while in media agencies it increased to 42%.

Ethnic diversity across IPA member agencies also improved

Among agencies reporting ethnicity data, 25.5% of employees identified as being from a non-white background, up from 23.9% in 2024 and more than four times the level recorded in 2007. Representation was highest at entry level, with 45.5% of trainees and apprentices and 36.8% of juniors and executives from non-white backgrounds. At C-suite level, non-white representation increased to 12.7%, up from 10.5%.

Gender and ethnicity pay gaps narrowed slightly but remain substantial

Based on those who supplied gender and salary data, women represent 58.2% of employees but receive 52.9% of salaries, resulting in a gender pay gap of 19.5%, down slightly on 19.7% in 2024. The gender pay gap was wider in creative and other non-media agencies at 22.6% than in media agencies at 16.6%. Employees from non-white backgrounds account for 22% of employees and receive 18.5% of salaries, with the ethnicity pay gap falling to 19.4%, down considerably from 31% in 2024. The ethnicity pay gap remains higher in media agencies at 26.3% than in creative and other non-media agencies at 12.3%.

Within senior leadership teams, women from a non-white background hold a higher proportion of roles than their male counterparts

At the C-suite, women from non-white backgrounds account for 7%, while men from non-white backgrounds account for 6%. Within the highest level of this C-suite category (Chair/CEO/MD), this figure stands at 7% for women from non-white backgrounds and 4% for men from non-white backgrounds.

Hybrid working remains the norm across IPA member agencies

Some 70.7% operate a three-day office and two-day remote working model, although most agencies mandate at least some office-based working days.

Graduate recruitment declined in 2025

Just 43.4% of responding agencies reported employing graduate trainees, apprentices or school-leaver apprentices, down from 56% in 2024. At 60.6%, media agencies were considerably more likely to employ graduates and apprentices than creative and other non-media agencies.

The Census also highlights continued underuse of Apprenticeship Levy funds

It is estimated that over 85% of levy funds paid by submitting agencies remain unused by those agencies. Media agencies spent 20.2% of their levy funds on apprentice training, compared with 9% among creative and other non-media agencies.

Artificial intelligence is increasingly shaping agency operations

Overall, 88.3% of agencies reported that AI is having a considerable impact on how they work. While 8% of agencies reduced their workforce in the past 12 months as a direct result of AI, 24% expect to do so in the next 12 months, with expectations of workforce reduction higher among creative and other non-media agencies (30%) than among media agencies (10%).

Agencies were asked whether they maintained a central record of employees registered as disabled

Just over half (52%) of responding agencies reported that they recorded registered disability, while 45% did not. A further 3% did not know. Among the 51 agencies that recorded registered disability, 3% of their employees were identified as being disabled.

Commenting on the findings

Paul Bainsfair, Director General, IPA:

“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."

Leila Siddiqi, Director of D&I, IPA:

“The 2025 Census shows the real pressures agencies have faced over the past year, with higher turnover and lower retention leaving teams stretched. It’s a reminder of the importance of supporting wellbeing and building trust. At the same time, exceeding 40% women in C-suite roles and the continued progress on entry-level diversity shows what is possible when inclusion is prioritised.

“As AI reshapes the industry, agencies must ensure their teams can apply both technical and human skills in ways that protect creativity and foster diverse perspectives."

Karen Martin, IPA President:

"The 2025 IPA Agency Census offers a fascinating snapshot of an industry in the midst of transition. There’s no denying that we’re seeing smaller teams and higher turnover, but that’s not the full story. As agencies, we're evolving. We’re more diverse and more adaptable. And let’s not forget, while AI is shaking things up, it's our human creativity that sets us apart. It’s how we not only navigate change but lead it, delivering innovative, unexpected creative solutions that truly add value and problem solving."