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New data for the advertising industry, long struggling with gender imbalances, is showing steady progress to a more inclusive workforce but still not enough is being done, industry bodies told AdNews.
The Workplace Gender Equality Agency (WGEA) has reported the advertising sector remuneration gender pay gap has dropped 2.5 percentage points to 12.1%.
This is a step in the right direction but far from equitable, the Advertising Council Australia told AdNews.
“While some organisations in our industry report near or total parity, others still face significant disparities,” the spokesperson said.
“We encourage all agencies to review their practices and embrace transparent, measurable strategies to close the gap, ensuring the advertising industry becomes a true reflection of the inclusive values it aspires to promote.”
While it is clear that advertising has improved, the sector remains behind the country average in particular as the lower paid jobs are held by a disproportionate percentage of women (73%) to men (27%).
The average across the country is women (59%) and men (41%).
The data still speaks volumes that addressing the inequities is not yet a true priority for most businesses, Equality Media + Marketing founder and MD Marilla Akkermans told AdNews.
“Our industry remains predominantly powered by women but managed by men, with women holding only 24% of CEO or equivalent roles,” Akkermans said.
“There is no justification for such a steep drop-off in career progression, where less than half of the women in a workforce that’s 57% female rise to the top.
“If there’s a positive takeaway, it’s that women are the future of this industry. But we need equal representation and pay at every level – and we need it now.”
For industry bodies data is a powerful tool in identifying gaps and driving change.
Through the Media Federation of Australia’s (MFA) Industry Census, Salary Report and more recently the DE&I survey pay parity within media agencies is tracked and shows improvements including a rise in women agency leaders – 37% five years ago to 47% today.
The data also shows that pay parity within media agencies has been largely achieved, with a gender pay gap range of just -1% to 4% over the past six years, according to MFA CEO Sophie Madden.
“However, there’s still work to be done. Women make up 62% of the media agency workforce, yet leadership roles haven’t kept pace,” Madden told AdNews.
“Accelerating the representation of women in leadership remains a critical goal, which is why I’m proud that 57% of the current MFA board are women. We also expect more indicators of progress in the latest MFA Industry Census, to be released in early 2025.
“The more we analyse and discuss these issues, the better equipped we are in navigating towards progress.”
Similarly, the Independent Media Agencies of Australia (IMAA) industry body continues to expand its initiatives to bring about tangible change of women in leadership positions.
The IMAA is addressing this issue through its Female Leaders of Tomorrow program, which has recently expended to Perth, as well as in Queensland, Sydney and Melbourne.
With mentors almosting doubled to 28 IMAA CEO Sam Buchanan told AdNews.
“These mentors will be paired with up and coming women in our sector to help provide guidance as they grow in their careers. This is a positive sign of improvement, along with the number of women in the indie sector, and we will get there,” Buchanan said.
"Gender equality in the workplace is still an issue for all industries and we all need to do better.”
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