Job market information
Finding out about advertising
The advertising industry is part of the creative industries, represented by Creative Skillset. This includes: advertising; animation; computer games; corporate and commercial production; fashion and textiles; film; interactive media; photo imaging; publishing; radio; and television.
[N.B. The advertising sector has now been brought under Creative Skillset’s remit and they are currently working on a research programme for the industry. They expect to report back with updated LMI information and statistics from early 2011.]
Advertising agencies (creative, media, direct marketing, digital, sponsorship, specialist agencies etcetera) are core to the advertising industry and are firmly positioned within the ‘creative industries’, alongside architecture, design, fashion and computer services. Careers in advertising can be divided into:
- Creative careers, which include jobs in copywriting and art direction/graphic design.
- Commercial careers, which involve planning the advertising strategy and an analysis of markets and targets. Media management and market research are the main strands here.
Key facts:
- There are 21,455 people working in advertising, this number has declined by 19% since 2006.
- There are 345 businesses, of which 7% employ less than 5 people and 64% employ more than 20 people.
- Advertising contributes £1.11 billion to the UK economy.
- 17% of the workforce is self-employed.
- 17% of the workforce is employed part-time.
- Women in the industry are generally more highly qualified than men (53% have an above level 4 qualification as their highest qualification compared with 50% of men).
- Women are likely to earn less money than men (79% of women in advertising earn less than £20,000 per annum, compared to 33% of men).
- 6% of the workforce has a below Level 2 qualification (GCSE level).
- Staff turnover in the industry is high.
Jobs in the industry include: Account Manager, Account Planner, Advertising Account Executive, Advertising Account Planner, Advertising Art Director, Advertising Installer, Advertising Media Buyer, Advertising Media Planner, Brand Manager, Copywriter/Art Director, Event and Exhibition Organiser.
Entry and progression
It is not always necessary to have a degree for entry into advertising, but having relevant qualifications and experience will improve employment opportunities, especially for higher paid job roles. 52% of the workforce has a level 4 or higher qualification (which is equivalent to a degree and above). Technical/specialist roles may require specific qualifications and/or experience, but some employers offer training. Advertising agencies demand creativity from everyone.
Recruitment methods tend to be informal and a number of those looking for opportunities in advertising begin with undertaking low-paid or unpaid placements. There are opportunities for those wishing to change career, as formal qualifications are not always required.
There are a range of industry endorsed courses (both at undergraduate and post-graduate), apprenticeships, training schemes and a Diploma available.
For job specific entry requirements, take a look at our job profiles.
Workforce statistics
| Number of UK employees: |
21,455 |
|---|
| Number of UK employers: |
345 |
|---|
| Gender: |
56% male |
44% female |
|---|
| Ethnicity |
92% of the advertising workforce is white |
|---|
| Age: |
65% of the workforce is under the age of 40 |
|---|
| 21% of the workforce is aged between 25-29 years |
[N.B. Data from Creative and Cultural Skills Workforce Survey, 2009.]
Employment trends and future prospects
New technologies have led to the proliferation of different media advertising opportunities and new markets are emerging. These changes have led agencies to set up specialist services working alongside favoured specialist suppliers or training their existing staff to understand and deliver a broader spread of communications tools. For instance, digital and interactive media are growing in importance.
Skill requirements and shortages
Creative and IT roles are reported to be most difficult to fill, which is linked to growing digital and interactive media. Management and leadership skills are most sought after in new recruits to the industry. The three key skills that employers feel are lacking in their staff, include: IT; sales; and management skills. Future skills needs are focused on:
communication planning; IP and the ownership of ideas; organisation and logistics; plus management and leadership.
Occupational trends
Across the creative and cultural industries, employment in professional, associated and technical roles will increase by 26% over the next few years, compared with 15% across the UK. 39% of creative and cultural employers state that all occupations will maintain their current importance.
National and regional data
Northern Ireland – There are 11,640 people working in the Northern Ireland creative and cultural sector, of which 2% are in advertising. Advertising in Northern Ireland contributes £7 million to the UK economy. More than 99% of the advertising workforce is white and 74% are male. Less than 1% of the advertising workforce is self-employed.
Scotland – There are 45,420 people working in the Scottish creative and cultural sector, of which 1% is in advertising. Advertising in Scotland contributes £36 million to the UK economy. More than 88% of the advertising workforce is white and 32% are female. 30% of the workforce is self-employed.
Wales – There are 24,060 people working in the Welsh creative and cultural sector, of which 2% are in advertising. Advertising in Wales contributes £5.3 million to the UK economy. More than 99% of the advertising workforce is white and 79% are male. 23% of the advertising workforce is self-employed.
[N.B. The data for the following regions are for the creative and cultural sector as a whole.]
East Midlands – There are 44,380 people in the sector workforce in the region, representing 7% of the UK sector workforce. There are 3,950 creative businesses in the region, of which 92% employ less than 50 people. 35% of the workforce is self employed. 63% of the workforce is male. 95% of the sector workforce is white and 54% are under 40 years.
East of England – There are 63,700 people in the sector workforce in the region, representing 9% of the UK sector workforce. There are 6,710 creative businesses in the region, of which 93% employ less than 50 people. 37% of the workforce is self employed. 66% of the workforce is male. 95% of the sector workforce is white and 46% are under 40 years.
London – There are 164,690 people in the sector workforce in London, representing 24% of the UK sector workforce. There are 21,600 creative businesses, of which 93% employ less than 50 people. 51% of the workforce is self employed. 58% of the workforce is male. 84% of the sector workforce is white and 56% are under 40 years.
North East – There are 19,680 people in the sector workforce in the region, representing 3% of the UK sector workforce. There are 1,330 creative businesses in the region, of which 90% employ less than 50 people. 38% of the workforce is self employed. 63% of the workforce is male. 96% of the sector workforce is white and 53% are under 40 years.
North West – There are 59,580 people in the sector workforce in the region, representing 9% of the UK sector workforce. There are 5,660 creative businesses in the region, of which 91% employ less than 50 people. 34% of the workforce is self employed; the majority of who are in arts and music. 62% of the workforce is male. 95% of the sector workforce is white and 55% are under 40 years.
South East – There are 98,170 people in the sector workforce in the region, representing 14% of the UK sector workforce. There are 12,300 creative businesses in the region, of which 93% employ less than 50 people. 43% of the workforce is self employed. 59% of the workforce is male. 97% of the sector workforce is white and 47% are under 40 years.
South West – There are 60,690 people in the sector workforce in the region, representing 9% of the UK sector workforce. There are approximately 5,000 creative businesses in the region, of which 93% employ less than 50 people. 47% of the workforce is self employed in arts, design and music. 59% of the workforce is male. 98% of the sector workforce is white and 46% are under 40 years.
West Midlands – There are 40,300 people in the sector workforce in the region, representing 6% of the UK sector workforce. There are approximately 5,000 creative businesses in the region, of which 91% employ less than 50 people. 31% of the workforce is self employed, which is the lowest regional figure. 58% of the workforce is male. 91% of the sector workforce is white and 49% are under 40 years.
Yorkshire and the Humber – There are 45,900 people in the sector workforce in the region, representing 7% of the UK sector workforce. There are just under 4,000 creative businesses in the region, of which 90% employ less than 50 people. 40% of the workforce is self employed. 60% of the workforce is male. 97% of the sector workforce is white and 53% are under 40 years.
Salary levels
Pay scales in this industry are variable, so the following provides an indication of the wage structure of the current advertising workforce:
- 37% earn more than £41,000 per year
- 12% earn between £29,000 – £41,000
- 6% earn between £20,000 – £29,000
- 18% earn between £10,000 – £20,000
- 28% earn less than £10,000
Career paths
Further sources
Produced Sept 2010, using Creative and Cultural Skills AACS LMI report (Jun 2010)
