The number of people employed in Australian media agencies fell 5.1% to 4,411, according to the 23rd annual MFA Media Communication Industry Census pegged at September 2025.
However, the total employed would lift to 4,761 when 350 vacant roles being recruited are filled.
The decline was driven by cuts in Sydney and Brisbane, partially offset by growth in Melbourne, broadly tracking the softening advertising market.
Vacancies rose to 7.8% from 4.9%, pointing to structural resizing rather than a short-term hiring lag.
Activation roles grew 19.8% while client service, state management, SEO and support functions declined, reflecting flatter structures with a greater focus on execution.
More than three-quarters of vacancies sit in activation, implementation and client service.
"The census shows an industry that is purposefully reshaping for the future and building the capability, technology and operating models that will carry us into the next decade," said Aimee Buchanan, MFA chair and WPP Media ANZ CEO.
“The shifts we’re seeing in workforce structure reflects an industry that is actively adapting, not reacting to new realities.
“What stands out most is our commitment to progress: strengthening gender pay parity, welcoming greater cultural diversity, and investing in the people and roles that will define the modern media agency.
“As technology, automation and AI accelerate, our opportunity is to keep shaping the future of our industry with intention.”
The gender pay parity gap narrowed to 1.4% from 2.8%, with women making up 65% of the workforce and holding 46% of CEO, managing director and general manager roles.
Gender pay parity compares the pay of women and men in similar roles, unlike the gender pay gap as measured by the Workplace Gender Equality Agency (WGEA), which measures the difference in median hourly earnings for men and women.
Over the past eight years, pay parity within media agencies has ranged between -1% and 4%, reflecting sustained effort to strengthen gender equality.
Cultural diversity has also grown, with 23.1% of agency professionals from an Asian cultural background, up from 14.6% five years ago.
Average tenure rose for a third consecutive year to 4.1 years, while 22% of new recruits are aged 27 or older, up from 15%, reflecting demand for more experienced entrants.
MFA CEO Sophie Madden said the census highlights an industry in transition, with clear consolidation and a tightening of structures focused on delivery expertise.
“In tougher trading environments, agencies are demonstrating real adaptability while continuing to invest in the capabilities that matter most,” she said.
"The data highlights a watch-out for agencies.
"Reduced entry-level hiring alongside increased career exits creates a pipeline risk, making succession planning and leadership development critical priorities for the industry.
“Encouragingly, rising tenure and strong female representation in leadership signal a stable and inclusive foundation – and the resilience needed to support sustainable growth.”
Imogen Hewitt, MFA deputy chair, CEO Spark Foundry ANZ, chief media officer Publicis Groupe
“The MFA’s Media Workforce of The Future work shows that our industry is navigating a period of profound change – driven by technology, evolving client needs and new ways of working,” she said.
“The census reflects an industry already leaning in and adapting in real time. Media agencies are reimagining their role, finding smarter ways to partner with technology, and doubling down on the skills that matter most.
“By continuing to invest in creative thinking and technical capability, we are well placed to keep our industry robust and relevant as the landscape continues to evolve.”
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