Good data: What everyone gets paid everywhere

The launch of the annual gender pay gap data today highlighted not only ongoing inequality in media and marketing: it also gave incredible detail, broken down by company, on pay rates.

What the data shows is that there are big differences depending on where you work, with average pay varying more than 50% between agencies. In the world of media companies, it’s even more stark – work at Win, and on average you will be paid half what someone at Foxtel gets.

First, to agencies. Have a look at the graph below (click to enlarge).

At the top of the table, we have Publicis Sapient, where the average total package is $168k. Note this includes super and commissions, everything is rolled in, and it covers every salary from the CEO to accounts service. At the bottom end sit creative studio Wellcom and bigger agencies OMG and IPG Mediabrands at $108-117k. It is important to note that these differences in average pay may reflect more low-level roles, rather than paying less for equivalent roles.

Industry headhunter Nick Williams (founder of Williams International) said he would be surprised if there were really big differences in like-for-like roles in most cases.

“The largest salary discrepancies between like for like roles are at the top and bottom of the org chart, where there are fewer available roles,” he said.

“Leadership remuneration in particular can vary quite widely with over 25% discrepancies not uncommon between quite similar roles.”

On the other hand, for mid-to-senior levels (4-7 years’ experience) the salary market is quite efficient and it would be rare to see equivalent roles more than 10% apart.  

“If they are and they’re aware of it, they’re pushing for an increase or looking to leave.”

Media companies

Total average salary packages are on average slightly lower across media companies. A comparison shows that the agencies included in the Mumbrella analysis average $139k, while media companies as a group average $132k.

At the big end of media town, Foxtel is joined by the outdoor companies QMS and JC Decaux, where total remuneration averages $149-167k.

Regional players tend to sit on the lower end, with Win at $83k and Ace at $104k. The West Australian is also low on average, at $105k.

The bottom end

The WGEA data includes salary banding. In both agency and media companies, the lowest-paid quartile shows significant company-to-company variation. For agencies, these low positions range from just under 100k total package (Akqa) to below $60k (OMG). Again, this reflects agency composition and role types.

TrinityP3 founder Darren Woolley said  the industry had changed over time, with a hollowing out of middle and mid-senior roles. He did not see money as a prime motivator for those entering agencies.

“I think when people are entering the industry, their main focus is  just getting a job, getting a foot in the door,” he said.

“Once you get above the sort of living wage, people are more about – ‘How well am I acknowledged or recognised for my contribution?’ I think salary at those higher levels is more about ‘Am I valued as much as my colleagues doing a similar or similar job?’” 

Nick Williams said that when it comes to remuneration within agencies, it is those with the best reputations that can afford to pay less.

“The talent market, like all markets is subject to supply and demand. The leading agency employer brands, with a better reputation for their output, positioning and culture will often be able to attract and retain talent for less than less desirable agencies.”

He did have a caveat to this rule.

“Of course, the best talent is also in high demand and can and will ask for more.”