Australia’s media agencies have shrunk by 5.1 per cent according to the MFA Media Communication Industry Census. Released today, the 23rd annual MFA Census reports that as of September 2025, MFA agency members employed 4,411 people. This represents a decrease from 4,650 in 2024.
The overall decline in headcount was driven by reductions in Sydney and Brisbane, partially offset by growth in Melbourne. As well as a decline to only 317 entry-level starters, down from 342. This shift reflects a softer advertising market, with headcount broadly tracking the decline in ad spend.
Providing a comprehensive overview of the industry’s health, the Census captures all MFA agency members, spanning organisations of all sizes, and including both independent and multinational agencies.
“The Census highlights an industry in transition, with clear consolidation and a tightening of structures focused on delivery expertise. In tougher trading environments, agencies are demonstrating real adaptability while continuing to invest in the capabilities that matter most,” said Sophie Madden, CEO, MFA.
“The data also highlights a watch-out for agencies. Reduced entry-level hiring alongside increased career exits creates a pipeline risk, making succession planning and leadership development critical priorities for the industry. Encouragingly, rising tenure and strong female representation in leadership signal a stable and inclusive foundation – and the resilience needed to support sustainable growth.”
Further key MFA Media Communication Industry Census findings Vacancies rising despite workforce contraction
While overall headcount has declined, media agency vacancies have increased to 7.8 per cent (up from 4.9 per cent). More than three quarters (76 per cent) of these vacancies sit in Activation, Implementation and Client Service, underscoring sustained demand for client-facing and delivery expertise.
The workforce mix in Australian media agencies is evolving in step with the growing complexity of a fast-paced, data-led media landscape. As clients demand sharper insights, faster optimisation and clearly measurable impact, agency roles are expanding beyond traditional boundaries. Activation and Implementation are no longer purely executional; they are becoming increasingly technical, sophisticated and specialised.
This trend is reflected in strong growth in Activation roles (+19.8 per cent), while Client Service, State Management, SEO and agency support functions—including research, admin and finance—have declined, indicating consolidation and increased automation.
“The MFA’s Media Workforce of The Future work shows that our industry is navigating a period of profound change – driven by technology, evolving client needs and new ways of working,” said Imogen Hewitt, MFA deputy chair, CEO Spark Foundry ANZ, chief media officer Publicis Groupe.
“The Census reflects an industry already leaning in and adapting in real time. Media agencies are reimagining their role, finding smarter ways to partner with technology, and doubling down on the skills that matter most. By continuing to invest in creative thinking and technical capability, we are well placed to keep our industry robust and relevant as the landscape continues to evolve.”
Gender pay parity has strengthened
The gender pay parity gap has reduced to 1.4 per cent from 2.8 per cent. Gender pay parity compares the pay of women and men in similar roles, unlike the gender pay gap as measured by the Workplace Gender Equality Agency (WGEA), which measures the difference in median hourly earnings for men and women. Over the past eight years, pay parity within media agencies has ranged between minus one per cent and four per cent.
The Census also confirms the industry remains female majority (65 per cent), with women holding 46 per cent of CEO, MD and GM roles—down slightly from 48 per cent the previous year, but significantly higher than 37 per cent in 2018.
Diversity makes gains 23.1 per cent of media agency professionals are from an Asian cultural background—up significantly from 14.6 per cent five years ago. A further 28 per cent speak a language other than English at home, and 6.86 per cent live with a disability.
Encouragingly, 86 per cent of respondents agreed with the statement: “I have not experienced ignorance, prejudice, insensitivity or exclusion in the media agency industry in the last 12 months.”
“The Census shows an industry that is purposefully reshaping for the future and building the capability, technology and operating models that will carry us into the next decade. The shifts we’re seeing in workforce structure reflects an industry that is actively adapting, not reacting to new realities,” commenting Aimee Buchanan, MFA chair and WPP Media ANZ CEO.
“What stands out most is our commitment to progress: strengthening gender pay parity, welcoming greater cultural diversity, and investing in the people and roles that will define the modern media agency. As technology, automation and AI accelerate, our opportunity is to keep shaping the future of our industry with intention.”
Tenure continues to grow
Encouragingly, workforce stability is improving. Average tenure has risen for a third consecutive year to 4.1 years (from 3.8 years), while regrettable loss has eased slightly to 24 per cent (from 25.3 per cent). However, the number of people leaving the media agency sector has increased to 18.3 per cent (from 16.1 per cent), highlighting retention and pipeline challenges.
Non-regrettable loss remained steady at 6.2 per cent (down slightly from 6.7 per cent), with 273 exits, the majority concentrated in leadership and support roles—particularly group directors, management and assistants—suggesting deliberate structural and performance-based changes to the workforce.
More experienced entrants for more complex work In 2025, agencies recruited 317 entry-level professionals, representing 7.2 per cent of the total workforce—consistent with the previous year.
Notably, 22 per cent of new recruits are aged 27 or older (up from 15 per cent), indicating a shift toward more mature entrants—reflecting the growing demand for expertise to support increasingly complex work across the industry.
No notable difference in average age and experience
Employment remains concentrated in Sydney, Melbourne and Brisbane, accounting for 96 per cent of media agency roles.
The average industry age has edged up to 33 years, while average experience has dipped slightly to 7.6 years.
