Independent Media Agencies Australia (IMAA) has announced the results of its 2022 IMAA Salary Survey, which shows the biggest increase has been in creative roles. The survey was conducted among 849 independent media agency employees, with 11 additional agencies participating compared to the previous survey.
Female roles increased in agencies, to 64% from 60% in 2021, while male roles are at 35%, from 40% in 2021.
The strongest growth has been in creative roles, which now account for 13% of IMAA agency jobs. There are more producers, animators, designers and writers. The IMAA thinks it’s the result of media agencies moving to a full-service model, presenting with increased creativity, and evolving their capabilities.
Leadership roles become more inclusive
Other creative agency roles, including digital performance and client services roles, dominate at 23% of agency disciplines, followed by creative roles.
Leadership roles are also becoming more gender equal. In 2021, 38% of management positions were held by women, and in 2022, this figure increased to 44%. The gender pay parity gap in independent agencies is narrowing significantly, especially at the management level.
The IMAA Diversity and Inclusion Council will further interrogate aggregated and anonymized survey data to identify where improvement goals can be set. Jacquie Alley, Chair of IMAA’s Diversity and Inclusion (D&I) Council, Board Member and Board Member, says, “The IMAA 2022 Salary Survey revealed pleasing changes at independent agencies with more part-time employees and more female leaders year over year, as agencies prioritize workplace flexibility and value gender diversity in their leadership teams. With the introduction of our D&I Council initiatives, such as our International Women’s Day event, Inclusive Leadership training, and our Women Leader Mentorship program scheduled for 2023, we are confident that more women leaders will be encouraged to take their place at the leadership table.
A goal for more diversity
Australian freelance agencies have a diverse workforce, with staff from New Zealand, North Africa and the Middle East, as well as employees from pan-European countries, Oceania, Southeast Asia East, South and Central Asia and Africa.
The latest Pulse survey in June found independent agencies focused on diversity, inclusion and sustainability, with over 75% saying D&I is ‘extremely’ or ‘very important’ to their agency. .
Part-time positions have increased to 15%, most likely due to the flexible work arrangements that have become the industry norm post-COVID. The latest IMAA Pulse member survey found that eight out of 10 agencies have adopted a flexible working model since the height of the pandemic.
The average age at IMAA agencies remains at 35, with 80% of the workforce aged 25-49. Age diversity at both ends, however, is still low with only 10% under 24 and 10% over 50.
“We are incredibly proud of the depth of industry experience that resides within our agencies. With a quarter of our talent pool having over 10 years of media agency experience and an average of 9.3 years, it’s no surprise that clients continue to be drawn to our thought leadership and senior teams. . That said, our talent pool of 18-24 year olds has grown by 40% year-over-year, so our agencies have a diverse mix of experience and digital natives in their workplaces. says Alley.
“While there is always work to be done to bring more diversity and inclusion to our agencies, these results give us great optimism that we are forging together on the right path. We cannot thank the members of our advise D&I for all they do to defend an independent industry where everyone feels like they belong. I hope they all feel encouraged, like all the leaders of the AAMI who have renewed their commitment, by these results. .
