Media agencies show resilience despite workforce shifts, MFA Census reveals

Australia’s media agency sector continues to demonstrate resilience despite economic headwinds, with the latest MFA Media Communication Industry Census showing stability in key areas, including employee retention and gender diversity.

Released today, the 2024 Census reports a total of 4,650 employees across MFA agencies, a 2.7 percent decline from 2023, reflecting global economic pressures, reduced media spending and the growing influence of AI.

MFA chair Mark Coad acknowledged the shift but framed it as part of a broader industry evolution.

“The census shows that the shape of our industry is evolving,” Coad said. “As technology, automation and new ways of working redefine roles, we’re seeing a shift in skill sets and specialisations rather than a loss of capability. The industry remains strong, agile and well-positioned for the future.”

Despite the slight contraction, tenure within agencies has increased, with employees now staying an average of 3.8 years, up from 2.8 years in 2023. Gender diversity has also improved, with women now holding 48 percent of management roles, while leadership teams have achieved a 50:50 gender split.

Parental leave participation has hit a decade-high, with 216 primary carers - 4.8 percent of all employees - taking leave in 2024. Of these, 82 percent returned to work, indicating improved workplace support.

MFA CEO Sophie Madden said the results highlight the sector’s ability to adapt while maintaining a strong focus on people.

“The growth in management and client service roles, along with more career changers entering the industry, is a positive sign of industry appeal and opportunity,” Madden said. “Likewise, steady growth in female leadership, stable entry-level recruitment, and consistent retention rates highlight the impact of our commitment to talent development and diversity.”

State-based management roles have seen an 18.5 percent increase, while client service positions grew by 6.5 percent, reflecting changing industry priorities. Meanwhile, vacancy rates have improved, dropping from 7.2 percent to 4.9 percent, with Sydney accounting for 67.5 percent of unfilled positions.