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BizReport : Research archives : September 17, 2010

IPA: British ad agencies lack experienced marketers

Britain's trade body for marketing communication agencies has released figures showing how much of the marketing workforce in the U.K. was lost as the recession took hold and the loss of older, more experienced, marketers.

by Helen Leggatt

IPA logo.JPGThe latest IPA Census report found that Britain's marketing industry lost 7.4% of its workforce between September 2008 and the same point in 2009.

The Census also uncovered another problem brewing for the British marketing agency industry - a loss of experienced employees. Almost half (45%) of the IPA's memberships' employees were found to be below the age of 30 and just 18% over 41.

What's the solution?

According to a new report, "The Future of Work: the challenges for Adland in 2012", released by the IPA earlier this month, "Ad agencies need to adapt to a changing world of work to ensure it continues to attract the right talent. With an ageing workforce, different attitudes amongst new recruits (Gen Y), and technological advances, management should look at new ways of working to retain their people."

Tags: ad agency, IPA, marketing agency, marketing staff, U.K.

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