Census shows staff levels in advertising at pre-recession levels

The 2013 Industry Census released by the Institute of Advertising Practitioners in Ireland (IAPI) has revealed that that the numbers employe in the sector are "on par with 2007 pre-recession levels".

The Census, carried out by Amárach Research, is the first industry census carried out in the sector since 2007.

There are 1,281 people directly employed in the Irish advertising industry which is predominantly made up of a youthful workforce.

Last year the industry hired more than 230 people and the census found that 33% of agencies expect to increase staff levels this year.

It said: "Based on agency forecast levels, the industry employment figure is expected to surpass 2007 levels by the end of the year."

The IAPI said the overall picture reflects an industry in transition and under financial and time pressures "but despite that, there is a cautiously positive outlook for the future".

The study revealed that women slightly outweigh men in the industry at a 51% to 49% ratio. However just 13% of women occupy the more senior positions at Chairperson, CEO/Managing Partner level.

When the survey was carried out in 2007, this figure was 9%.

The IAPI Census shows that those working in the industry have a conflicting view on how the industry is performing versus their own agency outlook.

Out of those surveyed, 60% of agencies forecast growth for their agency in 2013 compared to 20% forecasting an increase for the industry as whole.

Ireland’s advertising agencies report that 41% of clients use procurement departments to agree fees, saying "it now represents one of the top day-to-day issues pre-occupying advertising agencies".

Liam McDonnell, CEO Aegis and President of IAPI said: "The good news is that the overall employment level in Irish advertising agencies has been maintained over the last four years.

"Three quarters of the work force are under forty years old while 66% now hold a third level qualification."

Orlaith Blaney, CEO McCann Blue and Vice President of IAPI said: "The survey gives us basic information on the number of employees, gender balance and age profile of those working in the industry. Not surprisingly we still have work to do to address the gender imbalance at senior management level."

The research was conducted amongst 43 individual IAPI Member agencies including media agencies, creative agencies, full service agencies and digital agencies.

The survey was responded to by 88% of IAPI member agencies. For a full copy of the report log onto iapi.ie/census.