An average age of 36.5 years, university education, and a work experience that is between 5 and 10 years, is the most common profile that is drawn in the I Study of the Spanish Advertising Population, prepared by the APG (Account Planning Group) and El Club de Creativos between the months of November and January 2019.The report has been carried out after a macro-survey carried out among the contacts of the two associations and to which 1,500 professionals have responded, belonging to different types of companies: creative agencies, media agencies, innovation agencies, advertisers, marketers, production companies and consultants.

The initiative seeks to gather data that allow to know the reality of a sector that is in permanent Argentina WhatsApp Number List evolution and to establish references for future comparisons, since this study will be carried out periodically every two years.The survey analyzes the composition of the different departments, the demographics data of their members and their turnover rates.An equal but not equal profession The main findings confirm some of the beliefs about the composition of the different agency departments, but also disprove others. For example, the alleged numerical disparity between men and women in the sector is not reflected in the report. In fact, as a whole, they are very close percentages, 51.7% are men and 48.3% women, although this equality disappears when looking at the composition by areas: in creativity, men dominate, 60, 6%, compared to 39.4%.

On the contrary, there are departments where a majority of women can be seen, such as accounts, with 73.7%, or strategic planning, 56.8%.The reduction in the number of women over 40 years of age can be linked to motherhood and the difficulty of reconciling family life with work in advertising.The great disparity between genders occurs in the general management: women are a minority in the management teams of advertising companies in Spain. Three-quarters (76%) of advertising managers in Spain are men.A profession of young people, well trained, although with high turnover rates69% of those surveyed are between 25 and 44 years old and 39% are between 25 and 34 years old, a percentage much higher than the average for the country, where only 18% of the population is in that age group .

It is also an area where higher studies dominate, with 84% of graduates, graduates or postgraduate studies, and 46% with specific training in Advertising and Public Relations Turnover rates – the percentage of employees with less than 1 year in the company – are also high in this professional group. The average is 20% and large differences are observed between young people and the most senior profiles. Specifically, in the youngest age group, 18-24, 56% of advertisers have been in their current job for less than a year.Advertising talent has the highest churn rates in newer or high-demand profiles such as strategic planning or rapidly expanding companies such as consulting firms.

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