The 2025 IPA Agency Census yields both obvious and obviously crazy
results, demonstrating how data can be craftily interpreted and
twisted—especially by those purporting to be data-driven enthusiasts.
Granted, IPA
focuses on UK Adland; however, White advertising agencies in the UK and US tend
to share fundamental characteristics.
The official report headline reads:
IPA
Agency Census 2025 shows workforce declines while diversity improves
Wow. That’s
a sparkling example of performative PR, warranting a deconstruction of
delusional denial.
First, the
data shows the obvious: jobs in Adland are going down the toilet.
Not stated
is another obvious point: fewer jobs for White people will lead to waaaay fewer
jobs for non-White people in Adland.
As for the
alleged DEIBA+ improvement, the data analysis reflects a common ploy practiced by
White advertising agencies and White media firms.
That is,
declaring an increase in the historically underrepresented does not equate to
fair and equitable representation; rather, it underscores the persistence of
underrepresentation.
Additionally,
keeping the associated numbers unspecific (i.e., no breakdown of racial and
ethnic segments) makes the progress fuzzy and misleading. It’s a safe bet White
women experienced the greatest benefits.
Declines in
retention, student recruitment, and apprenticeships—key inspirations for
philanthropic propaganda and heat shields—surely adversely impacts DEIBA+
initiatives.
Commentary
from IPA honchos (included below) qualify as gobbledygook and bullshit.
In
summation, the 2025 IPA Agency Census shows the only thing bound to
significantly increase in Adland is systemic racism.
IPA Agency
Census 2025 shows workforce declines while diversity improves
The IPA Agency
Census 2025, published today (11 February 2026), shows that the number of
employees in IPA member agencies has fallen year-on-year while progress
continues in gender and ethnic representation across the industry.
According to
the 2025 IPA Agency Census, now in its 66th year, on
1 September 2025, IPA member agencies employed 24,963 people, representing a
6.8% decrease from 26,787 in 2024. This reduction was driven by a considerable
contraction in creative and other non-media agencies, where employment fell by
14.3% from 14,775 to 12,659. By contrast, employment in media agencies
increased by 2.4%, rising from 12,012 to 12,304.
Further key
2025 IPA Agency Census findings
The decline
in employment was more pronounced among part-time employees, men and those aged
25 and under
Full-time staff
numbers fell by 6.7%, from 25,065 to 23,396, while part-time roles declined by
9% to 1,567.
The number of
men employed fell by 7.3% y-o-y to 10,820, while the number of women employed
decreased by 6.2% to 13,966. In overall percentage terms, men comprised 43.3%
of employees and women 55.9%.
Numbers of
employees aged 25 and under declined by 19.2% from 3,632 to 2,936. This shift
contributed to an increase in the average employee age, rising from 35.2 years
in 2024 to 35.6 years in 2025.
Staff
turnover increased across IPA member agencies in the 12 months to 1 September
2025, while staff retention declined.
Overall
turnover rose to 24.8%, up from 24.1% in 2024, and increased from 21.2% to
24.2% when redundancies were excluded. Turnover in creative and other non-media
agencies rose to 27.6%, while turnover in media agencies fell to 21.7%. Overall
staff retention declined to 68.6%, down from 74.9% in 2024. Where detailed data
was available, resignations accounted for 58.5% of departures, with
redundancies responsible for 14.3%.
Reflecting
the overall reduction in workforce size, reported employee vacancies fell
considerably
Agencies
reported 680 open roles across all levels of seniority, down from 1,149 in
2024, a decrease of 40.8%. Vacancies declined by 47.2% in creative and other
non-media agencies and by 34.7% in media agencies.
Progress
continued in senior gender representation
Women now hold
more than 40% of C-suite roles for the first time, accounting for 40.8% of
senior positions, up from 39.9% in 2024. In creative and other non-media
agencies, women’s C-suite representation rose to 39.7%, while in media agencies
it increased to 42%.
Ethnic diversity
across IPA member agencies also improved
Among agencies
reporting ethnicity data, 25.5% of employees identified as being from a
non-white background, up from 23.9% in 2024 and more than four times the level
recorded in 2007. Representation was highest at entry level, with 45.5% of
trainees and apprentices and 36.8% of juniors and executives from non-white
backgrounds. At C-suite level, non-white representation increased to 12.7%, up
from 10.5%.
Gender and
ethnicity pay gaps narrowed slightly but remain substantial
Based on those
who supplied gender and salary data, women represent 58.2% of employees
but receive 52.9% of salaries, resulting in a gender pay gap of 19.5%, down
slightly on 19.7% in 2024. The gender pay gap was wider in creative and other
non-media agencies at 22.6% than in media agencies at 16.6%. Employees from
non-white backgrounds account for 22% of employees and receive 18.5% of
salaries, with the ethnicity pay gap falling to 19.4%, down considerably from
31% in 2024. The ethnicity pay gap remains higher in media agencies at 26.3%
than in creative and other non-media agencies at 12.3%.
Within
senior leadership teams, women from a non-white background hold a higher
proportion of roles than their male counterparts
At the C-suite,
women from non-white backgrounds account for 7%, while men from non-white
backgrounds account for 6%. Within the highest level of this C-suite category
(Chair/CEO/MD), this figure stands at 7% for women from non-white backgrounds
and 4% for men from non-white backgrounds.
Hybrid
working remains the norm across IPA member agencies
Some 70.7%
operate a three-day office and two-day remote working model, although most
agencies mandate at least some office-based working days.
Graduate
recruitment declined in 2025
Just 43.4% of
responding agencies reported employing graduate trainees, apprentices or
school-leaver apprentices, down from 56% in 2024. At 60.6%, media agencies were
considerably more likely to employ graduates and apprentices than creative and
other non-media agencies.
The Census
also highlights continued underuse of Apprenticeship Levy funds
It is estimated
that over 85% of levy funds paid by submitting agencies remain unused by those
agencies. Media agencies spent 20.2% of their levy funds on apprentice
training, compared with 9% among creative and other non-media agencies.
Artificial
intelligence is increasingly shaping agency operations
Overall, 88.3%
of agencies reported that AI is having a considerable impact on how they work.
While 8% of agencies reduced their workforce in the past 12 months as a direct
result of AI, 24% expect to do so in the next 12 months, with expectations of
workforce reduction higher among creative and other non-media agencies (30%)
than among media agencies (10%).
Agencies
were asked whether they maintained a central record of employees registered as
disabled
Just over half
(52%) of responding agencies reported that they recorded registered disability,
while 45% did not. A further 3% did not know. Among the 51 agencies that
recorded registered disability, 3% of their employees were identified as being
disabled.
Commenting
on the findings
Paul
Bainsfair, Director General, IPA:
“This year’s
Census reflects an industry making important progress on gender and ethnic
representation, while facing some hard truths about the shape of its workforce.
Headcount is down, churn is up and the steep fall in entry-level roles raises
real questions about future capability, particularly as AI reshapes skills and
ways of working. Keeping talent pipelines open, including making far better use
of apprenticeships and the Apprenticeship Levy, is no longer optional.”
“Agencies that
continue to invest in early careers, skills development and retention will be
best placed to build resilient businesses and a workforce fit for the future.”
Paul Bainsfair,
Director General, IPA
Leila
Siddiqi, Director of D&I, IPA:
“The 2025
Census shows the real pressures agencies have faced over the past year, with
higher turnover and lower retention leaving teams stretched. It’s a reminder of
the importance of supporting wellbeing and building trust. At the same time,
exceeding 40% women in C-suite roles and the continued progress on entry-level
diversity shows what is possible when inclusion is prioritised.
“As AI reshapes
the industry, agencies must ensure their teams can apply both technical and
human skills in ways that protect creativity and foster diverse perspectives.”
“Continuing to
invest in a diverse mix of trainees, graduates and apprentices is essential to
safeguarding the innovation and inclusivity that will shape the future of our
industry.”
Leila Siddiqi,
Director of D&I, IPA
Karen
Martin, IPA President:
“The 2025 IPA
Agency Census offers a fascinating snapshot of an industry in the midst of
transition. There’s no denying that we’re seeing smaller teams and higher
turnover, but that’s not the full story. As agencies, we’re evolving. We’re
more diverse and more adaptable. And let’s not forget, while AI is shaking
things up, it’s our human creativity that sets us apart. It’s how we not only
navigate change but lead it, delivering innovative, unexpected creative
solutions that truly add value and problem solving.”
“The key?
Investing in and prioritising creativity at every level of our business. That’s
how we’ll continue to thrive, no matter how fast things evolve.”
Karen Martin,
IPA President
