Credit: Armands Brants via Unsplash https://unsplash.com/@armandsbrants
The number of people in the industry has dropped but those still employed are staying with agencies longer, according to the latest census from the Media Federation of Australia (MFA).
Agency members of the MFA employed, as of September last year, 4,650 people, down 2.7% on 2023.
MFA chair Mark Coad acknowledged the workforce decline but emphasised that it aligns with broader economic conditions and industry trends.
“The census shows that the shape of our industry is evolving,” he said.
“As technology, automation, and new ways of working redefine roles, we’re seeing a shift in skill sets and specialisations rather than a loss of capability.
“The industry remains strong, agile, and well-positioned for the future.”
Employees are staying longer in their jobs. Average agency tenure is 3.8 years, up from 2.8 years in the previous year.
The gender pay gap continues to narrow with women paid 2.8% less than men in the same roles (versus 3% in the previous year).
Female leadership in media agencies is 48% of all management roles, up from 47% in 2023. The census reported a 50:50 gender split among leads and heads of departments.
The number of women in the industry continues to grow with 64% women, up from 62% in 2023.
A record 216 primary carers – 4.8% of all employees – took parental leave in 2024, the highest figure in a decade of measurement. And 82% of primary carers returned to work.
The average age in the industry remains at 32.7 years old.
Job vacancy rates have improved, dropping to 4.9% from 7.2% in the previous year.
Sydney accounts for the largest share of vacancies (67.5%), with manager, executive and director roles proving the hardest to fill.
Regrettable loss has remained stable at 25.3%, a slight drop from 26%.
Of those who moved jobs, 16.1% went to a non-media agency role.
Entry-level recruitment is also steady, with 342 new professionals entering the industry. Notably, 15% of these are over 27 years old, indicating a rise in career changers transitioning into media agencies.
The industry continues to adapt, with implementation, activation, SEO and assistant roles making up 50% of the workforce, though these categories have declined by 6.5%.
State-based management roles have grown by +18.5% and client service roles by +6.5%.
MFA CEO Sophie Madden said media agencies demonstrated strength in tough trading conditions, while evolving in response to client needs.
“The growth in management and client service roles, along with more career changers entering the industry, is a positive sign of industry appeal and opportunity,” she said.
“Likewise, steady growth in female leadership, stable entry-level recruitment, and consistent retention rates highlight the impact of our commitment to talent development and diversity.
“This shows that our industry initiatives are fostering stability and strengthening pride in our profession.”
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