The annual Media Federation of Australia (MFA) Industry Census has revealed a decline in talent churn and continued growth in the media agency industry.

As of September 2023, staff numbers in media agencies have increased by 2% year-on-year, with MFA agency members employing 4,778 people, compared to 4,685 in 2022 and 4,412 in 2021.

Staff turnover has significantly reduced, with regrettable loss dropping to 26% (versus 32.6% the year prior), and the number of people leaving the industry dropped to 13.1% from 17.3% a year ago. The MFA's goal is to reduce the number of people leaving the industry each year to 11% by 2025.

The vacancy rate in agencies has dropped to 7.2% (versus 8.5% the year prior). If all vacant roles in media agencies were filled, the industry population would reach 5,120 people. The most in-demand roles continue to be in Implementation, Client Service and Performance.

Sydney remains the biggest market with 56% of all roles, followed by Melbourne with 28.3% and Brisbane with 8.1%. Women hold 47% of all management roles, up from 46% the previous year. However, women are paid 3% less than men in the same roles.

According to the Census, 29.58% of media agency employees speak a language other than English at home, and 5.68% are living with a diagnosed disability or special need. Over half (52%) of employees identify as Australian, with European and Asian backgrounds being the second and third most common. The LGBTQ+ community represents 9.4% of industry employees.

Agency employee tenure has slightly improved, with employees staying with their employers for an average of 2.8 years (up from 2.5 years). The average age is 32.7 years old (32.1 years in 2022), and employees have an average of 7.8 years’ industry experience (7.0 years in 2022).

"The MFA Census reflects an industry in great health, with all key metrics showing signs of continued improvement. Over the past five years, we’ve seen a 25% growth in population, which is a remarkable result against the backdrop of economic uncertainty, offshoring and the rise of AI affecting all industries," Director People at the MFA, Linda Wong, said. "Also worth mentioning is a notable increase in Analytics and Creative Services roles, showcasing the industry’s adaptability to evolving client needs."

"Showing sustained industry growth and positive movement across so many important metrics, the MFA Census provides proof that agency and industry initiatives are having the desired effect of instilling pride in our people, tackling vacancy rates, and reducing industry churn," Sophie Madden, MFA CEO, added. "Notably, the growing number of ‘boomerang’ recruits – individuals returning to the industry – reflects a promising trend. I believe we’re on the right path for more positive change ahead."