Written by Robyn Gower, Editor of Australian Creative

The results of Aquent’s bi-annual Asia Pacific Salary Monitor suggest that new opportunities are just around the corner for many creative industry workers.

The owners and managers of some of Australia ’s leading advertising, marketing and creative services agencies say they’re feeling optimistic about the future, and thinking of hiring again, following several tough and competitive years.

Professional staffing Firm Aquent asked more than 197 owner/managers about salary packages and ranges, predicted revenue increases, the use of freelance and contract staff and predicted staff growth and compiled the results in it’s 2004/2005 Asia Pacific Salary Monitor. The report-which delivers in depth analysis of 975 companies in 14 cities in six regional countries –highlights the fact that employees see higher wages and more opportunity ahead. Indeed, anticipated growth means that (a) good staff will have to be retained with higher wages or (b) existing staff who have stayed with the same firm for several years (‘simply grateful to have a secure job”) may now have a chance to move on.

The Aquent survey-conducted every 18-months-gives employers benchmarks to compare themselves by.

During the downturn, many Australian companies eyed the Asian Pacific market in an attempt to find new revenue streams. The report will be extremely useful in this context, as it covers Australia , New Zealand , Singapore , China , Republic of Korea , and Japan .

For the purpose of this review, however, we have focused on the Australian market only-covering Sydney, Melbourne and Brisbane.

Some of the more interesting findings of the report were that many company owners often put their own salaries on the line in order to give people jobs. They pay themselves according to profits and other incentives.

More than 80 per cent of the respondents said they were optimistic about trading conditions in the coming year, with 58 per cent saying they were considering hiring permanent staff. They also said using freelance more often (80 per cent of the creative/ advertising agencies use freelancers on a regular basis).

In terms of growth sectors, “fully integrated” agencies appear to be performing well, while traditional advertising agencies are “still suffering sustained margin pressure”.

In terms of job opportunities, the report suggests that there will be strong demand-over the coming year-for the account service, direct marketing and sales promotion staff. The report notes a shortage of print production professionals.

In terms of where the money is, Sydney agencies pay considerably more than their counterparts.

WHO’S EARNING WHAT

• A Sydney-based creative director is likely to earn anything from $110,000 to $150,000 where as Melbourne agencies are paying $ 85,000 to $110,000.

• A Sydney-based design director could earn $85,000 to $110,000, compared to Melbourne ’s $65,000 to $ 85,000.

• An art director in Sydney is worth around $75,000 to $ 95,000, compared to $50,000 to 65,000 in Melbourne .

• Copywriters can expect around $5,000 to $10,000 less, respectively.

• A mid-weight graphic designer’s wages are around $50,000 to $60,000 in Sydney and $40,000 to $50,000 in Melbourne .

KEY FINDINGS

Managers are highly optimistic about future growth.

Many are looking to hire in the coming year.

BEST EMPLOYMENT

• Junior to mid-weight account service

• Print Production professionals

• Direct marketing professionals

• Sales promotion professionals

• Freelance

• Designers with experience in packaging and FMCG

• Web and multimedia designers

• Part time workers

WHAT EMPLOYERS WANT

Staff who are willing to be flexible and work outside stereotypical job descriptions.

BACK IN FASHION

After years of declining staff levels, advertising agencies are back in hiring mode. Demand is likely to be strongest in Sydney , where 77% of companies surveyed said they were planning to hire more staff. In Melbourne the figure was 57%, slightly lower than 60% of companies in Brisbane . Account managers and account directors will see the strongest demand, especially those with experience in direct marketing and sales promotion. Creative professionals-especially in Melbourne-will also enjoy a surge in demand from potential employers.