Who's the average media agency worker?

James McGrath
By James McGrath | 22 June 2015

Are you a 29-year-old woman who lives in Sydney and works in implementation in a media agency? If so, you're statistically average.

That's the call from the Media Federation of Australia, which has launched its latest series of census data in the industry. It found there are 59 females for 49 males, the median age of workers is 29, and 67% of workers at MFA member agencies live in Sydney.

The latest set of numbers from the MFA also tell a tale of a shifting media landscape, as those contracted to work in “non-traditional” agency roles such as social media, digital, mobile operations and creative, now represents 37% of MFA member agencies' roles.

This is up from 32% in the previous year.

“We are encouraged by the data - it shows a healthy and versatile industry, with many of our member agencies experiencing significant growth in areas that didn’t exist five years ago,” OMD CEO and MFA chairman Peter Horgan said.

MFA CEO Sophie Madden backed up the sentiment.

“The media agency industry is no longer just about planning and buying, we have the capability to offer multi-disciplinary expertise to clients through a growing number of services such as search, social media, content and data analytics,” Madden said.

It also outlined a growth in overall employment in 2014, up to 3056 people which is 51% up over five years.

The latest set of numbers also shows that the number of women in senior management roles within agency land is now at 40%, above the 31.7% average Australia-wide.

The majority of people in media agencies have zero to four years experience within agencies, with 24% having five to nine years of experience, and 23% having more than 10 years of experience.

Meanwhile the level of “regrettable loss”, that is the unwanted loss of somebody from the organisation, continues to trend downward, at 26.8% in 2014, or down 14 points since 2008.

However, the number of people leaving the industry altogether has jumped back up to 4.9% from 4% the year prior.

Click the above infographic for a further breakdown

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