{"id":7746,"date":"2018-03-19T16:42:02","date_gmt":"2018-03-19T15:42:02","guid":{"rendered":"https:\/\/www.shefferd.com\/non-categorise\/advertising-salaries-2014-study\/"},"modified":"2025-07-08T16:42:25","modified_gmt":"2025-07-08T14:42:25","slug":"advertising-salaries-2014-study","status":"publish","type":"post","link":"https:\/\/www.shefferd.com\/en\/expert-insights\/advertising-salaries-2014-study\/","title":{"rendered":"Advertising Salaries &#8211; 2014 Study"},"content":{"rendered":"<h2 style=\"text-align: justify\"><a href=\"https:\/\/www.shefferd.com\/wp-content\/uploads\/2018\/03\/Article-site-banni\u00e8re-5.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-2442\" src=\"https:\/\/www.shefferd.com\/wp-content\/uploads\/2018\/03\/Article-site-banni\u00e8re-5.png\" alt=\"Advertising Salaries\" width=\"650\" height=\"310\" \/><\/a><\/h2>\n<p style=\"text-align: justify\">By Gilles Wybo, 09\/2014<\/p>\n<p style=\"text-align: justify\">There&#8217;s a stirring in the air: after dropping sharply between 2012 and 2013\u2014down 1.8%\u2014salaries in advertising have stagnated (-0.2%) between 2013 and 2014. This stabilization should be interpreted as a gradual reversal of the downward trend, according to Marc de Torquat, director of Shefferd consulting firm and author of this exclusive salary study for Strat\u00e9gies. &#8220;2013 was a dark year, with no visibility for agencies, so they made almost no effort to replace departing staff,&#8221; explains the Shefferd director. &#8220;Since early 2014, there&#8217;s been a recovery effect\u2014things are starting to move, and this improvement will show more clearly on paychecks and in our 2015 study.&#8221; Without waiting until next year, which functions are currently thriving? And conversely, which ones are seeing their compensation decline?<\/p>\n<p style=\"text-align: justify\">First observation: the near-stability of compensation (-0.2%) masks quite different realities. &#8220;Creative functions are growing by 3.12% and they&#8217;re offsetting the steeper declines in other areas,&#8221; Marc de Torquat notes. The winners of 2014: graphic designers (+6.6%) and both junior (+3.5%) and senior (+7.3%) art directors. &#8220;Even in difficult periods\u2014and perhaps especially during these phases\u2014creativity is the lifeblood of winning competitions, and agencies are willing to pay top dollar to recruit or retain these profiles,&#8221; notes Shefferd&#8217;s director.<\/p>\n<p style=\"text-align: justify\">This is confirmed by Isabelle Jacquot, HR Director at TBWA France (1,500 employees): &#8220;We&#8217;ve been careful to increase the lowest salaries: graphic designers and junior art directors,&#8221; she emphasizes. The Australie agency has also revised its compensation policy for junior staff: &#8220;We&#8217;ve adjusted salaries across all our junior profiles, not just creative roles, because they seemed low compared to market rates,&#8221; explains Alexandra Gaudin, Director of Human Resources (a title she actively uses).<\/p>\n<p style=\"text-align: justify\">If senior art directors are increasingly sought after today, it&#8217;s linked to the rise of digital: &#8220;the high mobility of digital art directors drives salaries upward, which explains why their value is skyrocketing,&#8221; says Isabelle Jacquot from TBWA. According to Fran\u00e7ois Garcia, CEO of X-Prime Group, a 50-person digital agency: &#8220;Roles seeing increases often correspond to new industry expertise that commands higher prices from advertisers, such as UX designers or digital art directors.&#8221;<\/p>\n<p style=\"text-align: justify\">The head of social media role is also thriving: this manager (who oversees social media at the agency) is seeing their salary jump by +9.8%. &#8220;It&#8217;s a matter of supply and demand,&#8221; explains Muriel Fagnoni, Executive Vice President of BETC Group (800 employees in Paris). &#8220;There are still very few professionals with this profile.&#8221;<\/p>\n<p style=\"text-align: justify\">Conversely, the losers this year are primarily managers: business development directors (-5.8%), creative directors (-7.4%), or strategic planning directors (-3%). &#8220;Agencies asked these management functions to make particular sacrifices during this difficult period,&#8221; explains Marc de Torquat. None of these senior executives escaped a decline in their median compensation. &#8220;Over the past decade, there&#8217;s been a trend in our sector to introduce more variable compensation in salaries,&#8221; analyzes Muriel Fagnoni from BETC. &#8220;Its release is heavily tied to the overall economic health.&#8221; Reaching targets at the end of 2013 was complicated for everyone (even though the Shefferd study accounts for contractual variable pay, not exceptional bonuses).<\/p>\n<p style=\"text-align: justify\">&#8220;A creative director always has a variable component, and often a strategic planning director does as well,&#8221; confirms Isabelle Jacquot, HR Director at TBWA France. This decline for creative directors can also be explained by a renewal phenomenon: senior (and expensive) creative directors leaving the market and being replaced by newer, more digitally-savvy profiles (less costly).<\/p>\n<p style=\"text-align: justify\">For Fran\u00e7ois Garcia of X-Prime Group, the fact that the creative director&#8217;s median salary is declining should be viewed as a warning signal: &#8220;It&#8217;s a revealing indicator of the current problem with agency valuation,&#8221; he emphasizes. &#8220;The trend is rather toward price reduction, and this impacts the rate card.&#8221;<\/p>\n<p style=\"text-align: justify\">Even if the situation for creative directors remains very different from one agency to another (see the interview on the next page).<\/p>\n<p style=\"text-align: justify\">Strategic planning directors and strategic planners face the same challenge: both are seeing their compensation contract (-3%). And in this field, the shift seems more profound. &#8220;Strategic planners with strong digital skills are being promoted more often currently,&#8221; observes Isabelle Jacquot from TBWA France. Digital is reshuffling the cards and consequently disrupting compensation.<\/p>\n<p style=\"text-align: justify\">Unlucky is the community manager, whose salary drops by 3%. &#8220;Their stock had risen too high,&#8221; quips an HR director.<\/p>\n<p style=\"text-align: justify\">Similarly, the creative technologist role is declining (-9.2%), though the median salary for this non-management function reaches quite high levels: \u20ac50,000. &#8220;This role emerged 3-4 years ago, and while there was a wave of hiring creative technologists, there are fewer positions available right now,&#8221; notes Fran\u00e7ois Garcia, CEO of X-Prime Group.<\/p>\n<p style=\"text-align: justify\">For technical directors, the decline (-7.2%) is mainly explained by the evolution of the study&#8217;s sample (which includes more small agencies), as this function is actually in high demand currently. This is true across all technical functions: technical project managers, developers\u2026 They&#8217;re essential to digital projects. &#8220;With technical project managers, we&#8217;re competing against IT service firms that bid aggressively to poach them,&#8221; says Ange Michelozzi, HR Director at Fullsix agency. &#8220;We can&#8217;t always match their salary offers, but we know we can offer them more interesting projects than IT firms.&#8221;<\/p>\n<p style=\"text-align: justify\">Agencies are also attempting to compete through benefits in kind:<\/p>\n<p style=\"text-align: justify\">&#8220;All our employees have a company iPhone 5, and we&#8217;ve also made efforts to improve our office space, which includes a foosball area,&#8221; boasts Alexandra Gaudin, Director of Human Resources at Australie. Fullsix agency provides<\/p>\n<p style=\"text-align: justify\">iPhones to employees who interact with clients (they&#8217;re responsible for selling mobile applications) and Autolib subscriptions instead of company cars.<\/p>\n<p style=\"text-align: justify\">Another effort being made by some agencies: reducing the salary gap between men and women. &#8220;We conducted an internal benchmark in 2013 and discovered there was a 23% salary gap between men and women,&#8221; notes Australie&#8217;s HR Director. &#8220;We made a major effort to narrow this gap, and by 2014 we&#8217;re already down to only a 14% differential.&#8221;<\/p>\n<p style=\"text-align: justify\">Fullsix, for its part, is negotiating a telework agreement with its social partners. &#8220;We&#8217;re in negotiations, but we&#8217;re confident it will have a positive impact on our employees&#8217; personal lives,&#8221; predicts Ange Michelozzi. &#8220;I hope we can finalize this by year&#8217;s end.&#8221;<\/p>\n<p><a href=\"https:\/\/www.strategies.fr\/emploi-formation\/management\/243963W\/salaires-de-la-pub-le-bout-du-tunnel.html\">Source: Strat\u00e9gies<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Gilles Wybo, 09\/2014 There&#8217;s a stirring in the air: after dropping sharply between 2012 and 2013\u2014down 1.8%\u2014salaries in advertising have stagnated (-0.2%) between 2013 and 2014. This stabilization should be interpreted as a gradual reversal of the downward trend, according to Marc de Torquat, director of Shefferd consulting firm and author of this exclusive [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5380,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[83],"tags":[],"class_list":["post-7746","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expert-insights"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Advertising Salaries - 2014 Study - shefferd<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.shefferd.com\/en\/expert-insights\/advertising-salaries-2014-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Advertising Salaries - 2014 Study - shefferd\" \/>\n<meta property=\"og:description\" content=\"By Gilles Wybo, 09\/2014 There&#8217;s a stirring in the air: after dropping sharply between 2012 and 2013\u2014down 1.8%\u2014salaries in advertising have stagnated (-0.2%) between 2013 and 2014. 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