Australia’s media agency workforce is shrinking, but the latest MFA Media Communication Industry Census suggests it’s also becoming leaner, more focused and more execution-led.
The 23rd annual Census, released today and pegged to September 2025, shows total headcount across MFA member agencies fell 5.1% to 4,411, down from 4,650 a year earlier.
However, with 350 roles currently vacant, that figure would lift to 4,761 once filled, pointing to an industry in transition rather than outright contraction.
The decline was driven by reductions in Sydney and Brisbane, partially offset by growth in Melbourne, broadly tracking softer conditions in the advertising market.
Structural reset, not hiring pause
Despite fewer people overall, vacancies have climbed to 7.8%, up from 4.9%, signalling structural resizing rather than a short-term slowdown in hiring.
More than 76% of open roles are across activation, implementation, and client service, underscoring where agencies continue to invest.
At the same time, the composition of roles is shifting. Activation positions grew 19.8%, while client service, state management, SEO and support functions declined, reflecting flatter operating models and a greater focus on delivery.
Shift to execution and automation
The Census points to a clear pivot toward execution-heavy roles, as agencies respond to increasingly complex, data-led media environments.
Support functions, including research, admin and finance, have contracted, pointing to consolidation and increased automation across agencies.
The result is a leaner structure, with fewer layers and a sharper emphasis on implementation and client-facing work.
Diversity improves as workforce evolves
The data also shows progress on diversity and pay parity.
Gender pay parity has narrowed to 1.4%, down from 2.8%, while women now make up 65% of the workforce.
Representation in leadership is also improving, with women holding 46% of CEO, managing director and general manager roles, up from 37% in 2018.
Cultural diversity continues to rise, with 23.1% of professionals from an Asian cultural background, up from 14.6% five years ago, and 28% speaking a language other than English at home.
Pipeline pressures begin to surface
While average tenure has increased to 4.1 years, suggesting greater stability, churn is also rising. The proportion of people leaving the industry has climbed to 18.3%, highlighting emerging pipeline challenges.
Entry-level hiring remains steady at 7.2% of the workforce, but agencies are increasingly hiring older entrants, with 22% of new hires aged 27 or above, reflecting demand for more experienced talent.
L-R: Imogen Hewitt, Aimee Buchanan, and Sophie Madden.
Aimee Buchanan, Chair of the Media Federation of Australia and Chief Executive Officer of WPP Media ANZ, said the industry is adapting to new realities.
“The shifts we’re seeing in workforce structure reflect an industry that is actively adapting, not reacting to new realities,” Buchanan said.
Sophie Madden, Chief Executive Officer of the Media Federation of Australia, said the findings highlight both resilience and risk.
“The Census highlights an industry in transition, with clear consolidation and a tightening of structures focused on delivery expertise,” Madden said.
Imogen Hewitt, Deputy Chair of the Media Federation of Australia, Chief Executive Officer of Spark Foundry ANZ and Chief Media Officer of Publicis Groupe, said agencies are already evolving 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,” Hewitt said.