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.
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.
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.
In overall percentage terms, men comprised 43.3% of employees and women 55.9%. 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%.
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%.
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.
Overall turnover rose to 24.8%, up from 24.1% in 2024, and increased from 21.2% to 24.2% when redundancies were excluded. 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%.
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.
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.
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%).
Commenting on the findings, Paul Bainsfair, Director General, IPA, said: “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.”
