Advertising Age Data Center
WHAT TO EXPECT FOR 2005
Advertising agency salaries and projected raises
Average base salary in 2004Sample (%) error rangeMen avg. base in 2004Women avg. base in 2004Projected raises for 2005 (%)Agencies not giving raises (%)
CEO$172,0007.1$176,000$156,0004.057.0
Creative director$122,0005.9$123,000$119,0004.033.0
Chief financial officer$92,0009.6$99,000$77,0005.040.0
Chief technology officer$66,00012.0$67,000$63,0003.036.0
Assoc. creative director*$91,0007.7$90,000$94,0004.015.0
Art director$56,0004.3$57,000$53,0004.020.0
Copywriter$59,0005.7$60,000$57,0004.024.0
Media director$86,0008.7$106,000$79,0004.025.0
Media planner$39,0005.7$40,000$39,0004.018.0
Management supervisor$99,0004.3$114,000$91,0004.025.0
Lead account planner$87,0007.0$90,000$85,0004.028.0
Account planner$61,0008.4$66,000$57,0004.017.0
Account executive$47,0003.2$50,000$45,0006.016.0

Notes: Sample error range is based on the "Average base salary in 2004" and is the percentage to achieve a 95% confidence level given the sample size for that position. Data universe: 3,824 employees at 156 agencies. *Sample size (46 women, 117 men) may affect gender results. Source: Survey by Advertising Age and Irwin Broh & Associates.

EXPECTED AGENCY REVENUE IN 2005
U.S.EastMidwestSouthWest
Increase74.7%73.0%77.8%74.4%73.1%
Decrease7.15.48.99.33.8
No change18.221.613.316.323.1

EXPECTED AGENCY GROWTH IN 2005*
U.S.EastMidwestSouthWest
10% or more37.8%42.3%35.3%36.7%42.1%
5%-9.9%37.842.335.330.042.1
4.9% or less24.415.429.433.315.8

Notes: *Among those agencies reporting expected growth.

AGENCY REVENUE IN 2004
U.S.EastMidwestSouthWest
Increase61.7%73.0%60.0%55.8%57.7%
Decrease27.324.326.725.634.6
No change11.02.713.318.67.7

AGENCY REVENUE GROWTH IN 2004*
U.S.EastMidwestSouthWest
10% or more47.8%50.0%50.0%39.2%53.4%
5%-9.9%23.923.111.530.433.3
4.9% or less28.326.938.530.413.3

Notes: *Among those agencies reporting growth.

EMPLOYMENT OUTLOOK FOR 2005
Expected increase or decrease in full time employees in 2005
U.S.EastMidwestSouthWest
Increase65.8%57.9%65.2%73.8%65.4%
Decrease1.90.00.04.83.8
No change32.342.134.821.430.8

REASONS FOR INCREASE IN EMPLOYMENT*
U.S.EastMidwestSouthWest
New clients75.870.672.486.271.4
Existing business13.217.613.810.414.4
New services7.75.910.33.47.1
Merger2.25.90.00.07.1
Changes in type of media bought1.10.03.40.00.0

Note: *Among those agencies reporting an expected increase.

Source for all charts: Survey by Advertising Age and Irwin Broh & Associates.