Firebrand Market Pulse Report - Gender, Salary & Lifestyle

FIREBRAND MARKET PULSE
Gender & Lifestyle Report
June // 2012

www.firebrandtalent.com

MEDIAN BASE SALARIES // BY SECTOR AND BY GENDER
Australia [AUD] New Zealand [NZD]
Sector Sample Size Female [F] Male [M] % Difference Sample Size Female [F] Male [M] % Difference
Account Management/Media/Planning 1,311 60,000 70,000 16.7 [M] 137 67,500 75,250 11.5 [M]
Creative & Creative Services 953 55,000 68,000 23.6 [M] 148 57,000 73,500 28.9 [M]
Marketing/Comms/PR/Events 3,249 60,500 78,000 28.9 [M] 118 70,250 79,000 12.5 [M]
Multimedia/Design/Digital 637 62,250 70,000 12.4 [M] 82 60,000 60,000 0

Singapore [SGD] Malaysia [MYR]
Account Management/Media/Planning 385 60,000 85,000 41.7 [M] 312 60,000 95,000 58.3 [M]
Marketing/Comms/PR/Events 460 75,000 85,000 13.3 [M] 182 70,000 90,000 28.6 [M]
Multimedia/Design/Digital 108 60,000 67,500 12.5 [M] 62 52,500 60,000 14.3 [M]

Hong Kong [HKD] United Kingdom [GBP]
Account Management/Media/Planning 195 300,000 480,000 60.0 [M] 206 35,000 40,000 14.3 [M]
Marketing/Comms/PR/Events 183 375,000 420,000 12.0 [M] 210 34,000 40,000 17.6 [M]
Multimedia/Design/Digital 73 270,000 420,000 55.6 [M] 265 40,000 40,000 0

The issue of gender bias in salary and compensation is
both sensitive and contentious. However it is clear from
the data that in all six countries surveyed, and in every
sector, men are paid more than women — in some cases
significantly so.

The tables above include staff at all levels in each sector.
As these are median base salaries, it is important to factor
in the likelihood that many senior account management,
creative and even marketing roles, are held by men. This
of course would push up the median for male salaries.
However, that fact does not address the question as to
why men dominate in the senior roles.

2 // Firebrand Market Pulse // Gender & Lifestyle Report - June 2012 // esalarysurvey.com

MEDIAN BASE SALARIES // BY JOB TITLE AND GENDER
Australia [AUD]
Jobs by Sector Sample Size [F] Female [F] Sample Size [M] Male [M] % Difference
ACCOUNT MANAGEMENT/MEDIA/PLANNING
Account Director 48 90,250 23 100,000 10.8 [M]
Account Executive 47 40,000 34 40,000 0
CREATIVE & CREATIVE SERVICES
Creative Director 8 120,000 68 111,250 7.3 [F]
Art Director 16 95,500 45 77,500 18.8 [F]
MARKETING/COMMS/PR/EVENTS
Marketing Director 19 140,000 29 160,000 14.3 [M]
Marketing Manager 190 80,000 115 80,500 0.6 [M]
PR Account Director 8 92,500 5 87,500 5.4 [F]
MULTIMEDIA/DESIGN/DIGITAL
Digital Marketing Manager 11 92,000 17 82,500 10.3 [F]
Web Designer 8 49,000 12 58,500 19.4 [M]

New Zealand [NZD]
Account Director 5 120,000 5 95,000 20.8 [F]
Senior Account Manager 10 70,000 4 80,000 14.3 [M]
Graphic Designer 16 45,000 15 50,000 11.1 [M]
Marketing Manager 7 90,000 4 88,750 1.4 [F]
Marketing Co-ordinator 7 40,000 4 50,000 25.0 [M]
Web Designer 4 50,500 4 46,500 7.9 [F]
Digital Designer 6 49,750 6 52,250 5.0 [M]

It is interesting to note that when you dig into specific job
categories, we find that men do not dominate in every
case. In Australia for example, female creative directors,
art directors and PR account directors earn more than
their male counterparts.

firebrandtalent.com // Gender & Lifestyle Report - June 2012 // Firebrand Market Pulse // 3

Singapore [SGD]
Account Director 17 85,000 12 85,000 0
Senior Account Manager 6 50,000 8 57,500 15.0 [M]
Art Director 7 40,000 12 45,000 12.5 [M]
Copywriter 5 60,000 10 52,500 12.5 [F]
Marketing Manager 16 77,500 11 65,000 16.1 [F]
Producer 14 60,000 8 62,500 4.2 [M]
Digital Marketing Manager 3 105,000 4 92,500 11.9 [F]

Malaysia [MYR]
Account Manager 12 47,500 6 57,500 21.1 [M]
Creative Director 6 147,500 12 187,500 27.1 [M]
Art Director 7 55,000 17 60,000 9.1 [M]
Producer 5 35,000 6 40,000 14.3 [M]
Web Designer 6 40,000 4 47,500 18.8 [M]

Malaysian men earn more than their female colleagues
in every category we studied for this report. In many cases
in excess of 25% more. Singapore on the other hand is
far more evenly balanced, with women earning more
than men in several categories, including relatively senior
marketing roles.


Hong Kong [HKD]
Account Manager 20 240,000 7 240,000 0
Creative Director 6 855,000 21 600,000 29.8 [F]
Producer 5 390,000 4 240,000 38.5 [F]

United Kingdom [GBP]
Account Director 8 48,000 8 52,000 8.3 [M]
Art Director 5 39,000 13 45,000 15.4 [M]
Senior Designer 10 35,250 17 36,500 3.6 [M]
Digital Designer 5 29,500 7 28,500 3.4 [F]
Web Designer 4 32,500 5 25,000 23.1 [F]

Maybe surprisingly, we find that gender bias towards
male compensation is evident in the UK as well. The only
area where women hold the upper hand in terms of base
median salary is in the digital and web design area.


EMPLOYEES RECEIVING LIFESTYLE BENEFITS
Country Sample Size Flexible Working Hours [%] Paid Maternity/Paternity Leave [%]
Australia 7748 15 6
New Zealand 505 24 5
Singapore 1229 17 17
Malaysia 734 19 20
Hong Kong 615 12 19
UK 1063 14 11

Flexible working hours are very common in New Zealand
(24%) and least common in Hong Kong (12%). On the
other hand, it is the Asian countries of Singapore, Malaysia
and Hong Kong that lead the way by a significant amount,
when it comes to paid maternity/paternity leave.

MOVEMENT OF SALARIES BEFORE AND AFTER THE GLOBAL FINANCIAL CRISIS // 2008 VS. 2012
Sydney, Australia Melbourne, Australia
Jobs by Sector % Salary Movement [2008 vs. 2012] Jobs by Sector % Salary Movement [2008 vs. 2012]
ACCOUNT MANAGEMENT/MEDIA/PLANNING ACCOUNT MANAGEMENT/MEDIA/PLANNING
Group Account Director ↑ 12.7 Account Director ↑ 6.9
Account Executive ↓ 2.0 Account Executive 0
CREATIVE & CREATIVE SERVICES CREATIVE & CREATIVE SERVICES
Creative Director ↑ 1.3 Creative Director ↓ 19.9
Art Director ↑ 17.0 Art Director ↑ 3.9
MARKETING/COMMS/PR/EVENTS MARKETING/COMMS/PR/EVENTS
Marketing Director ↑ 0.4 Marketing Director ↑ 1.4
Marketing Executive ↓ 16.7 Marketing Executive ↓ 6.2
PR Agency Account Director ↑ 0.5 PR Agency Account Executive ↓ 7.1
MULTIMEDIA/DESIGN/DIGITAL MULTIMEDIA/DESIGN/DIGITAL
Producer ↓ 6.7 Digital Producer ↑ 22.4
Digital Designer ↑ 10.5 Digital Designer ↑ 20.0

Comparing the current data to our research from 2008*,
it’s clear that salary movements in marketing, creative,
digital, account management and media have not
been consistent at all. Digital salaries on the whole have
increased, whilst marketing salaries for those with little
experience have decreased.

*Source: Aquent Orange Book // 2008-2009 edition.


MOVEMENT OF SALARIES BEFORE AND AFTER THE GLOBAL FINANCIAL CRISIS // 2008 VS. 2012
Auckland, New Zealand Kuala Lumpur, Malaysia
Jobs by Sector % Salary Movement [2008 vs. 2012] Jobs by Sector % Salary Movement [2008 vs. 2012]
ACCOUNT MANAGEMENT/MEDIA/PLANNING ACCOUNT MANAGEMENT/MEDIA/PLANNING
Account Director ↑ 5.3 Account Director ↑ 10.1
Account Manager ↓ 0.8 Account Manager ↑ 1.2
CREATIVE & CREATIVE SERVICES CREATIVE & CREATIVE SERVICES
Studio Manager ↓ 9.7 Art Director ↑ 4.4
Graphic Designer (mid-weight) ↓ 7.1 MARKETING/COMMS/PR/EVENTS
MARKETING/COMMS/PR/EVENTS Marketing Manager ↑ 34.2
Marketing Manager ↑ 12.7 MULTIMEDIA/DESIGN/DIGITAL
Marketing Co-ordinator ↓ 8.9 Digital Art Director ↑ 16.7
MULTIMEDIA/DESIGN/DIGITAL Digital Designer ↑ 33.9
Digital Designer ↓ 13.0 Singapore
Digital Producer ↑ 3.4 Jobs by Sector % Salary Movement [2008 vs. 2012]
London, United Kingdom ACCOUNT MANAGEMENT/MEDIA/PLANNING
Jobs by Sector % Salary Movement [2008 vs. 2012] Account Director ↑ 5.2
ACCOUNT MANAGEMENT/MEDIA/PLANNING Account Manager ↑ 3.5
Account Director ↑ 1.0 CREATIVE & CREATIVE SERVICES
Account Manager ↑ 3.0 Creative Director ↓ 25.9
CREATIVE & CREATIVE SERVICES Art Director ↓ 12.7
Creative Director ↑ 31.2 MARKETING/COMMS/PR/EVENTS
Art Director ↓ 15.4 Marketing Director ↑ 1.8
MARKETING/COMMS/PR/EVENTS Marketing Manager ↑ 4.9
Marketing Manager 0 MULTIMEDIA/DESIGN/DIGITAL
Marketing Executive ↑ 21.8 Web Designer ↓ 4.4
MULTIMEDIA/DESIGN/DIGITAL Digital Producer ↑ 19.8
Digital Designer ↑ 1.3 Hong Kong
Jobs by Sector % Salary Movement [2008 vs. 2012]
Account Director ↑ 2.9
Account Manager ↑ 4.4
Creative Director ↑ 12.2
Art Director ↑ 21.5
Marketing Manager ↑ 1.0
Marketing Executive ↓ 13.5


About the Firebrand Market Pulse eSalarySurvey.com Who is Firebrand?
The Firebrand Market Pulse Gender & Lifestyle Report eSalarySurvey.com is a specialist salary comparison site Firebrand specialises in *permanent recruitment solutions
provides gender, salary and benefit insights for the run by leading Marketing, Creative and Digital recruitment for the Marketing, Creative and Digital industries. We exist
marketing, communications, creative, digital, account specialists Firebrand Talent Search. to place talented specialists in permanent jobs they love,
management and media sectors in Australia, New Zealand, and to help companies find, attract and retain the most
The site was launched in October 2011 and the salary
Singapore, Malaysia, Hong Kong and the UK. outstanding Talent in the marketplace.
database grows each week in size and richness due to
The results are based on real-time data extracted from contributions from thousands of Marketing, Creative and We place talented professionals in permanent positions in
Firebrand’s online salary portal - www.esalarysurvey.com. Digital specialists. the following areas:

To the best of our knowledge, the data is accurate and The salary survey covers the following countries: Australia, - Executive Management
current as per the surveying period: The last 12 months up New Zealand, Hong Kong, Malaysia, Singapore and the
- Digital design & production
to and including 20th April 2012. United Kingdom.
- Creative & Creative Services
Explanation of salary data The site’s aim is to give Marketing, Creative and Digital
Median Base Salary: The median base salary is the salary professionals a mechanism to openly contribute, share - Account Management & Planning
that falls at the midpoint of all matching salary data. It and exchange salary data about their industry. We collate
does not include cash benefits/bonus or superannuation/ salary information gathered from Marketing, Creative and - Marketing & Communications
pension. Digital professionals so that the combined salary database
- Media
delivers information of real value to the entire industry.
Disclaimer
*Firebrand offers freelance as well as permanent
Changes to economic market conditions from the time of Finally, the industry has an accurate insight into what
recruitment solutions in Auckland, Hong Kong, Kuala Lumpur
surveying to the time of distribution is not reflected in this people in the Marketing, Creative and Digital sector are
and Singapore.
report. Whilst every care is taken in the compilation of the really earning.
results, the report is provided on the understanding that it We have eight offices in seven countries including Australia,
Salary information is entered online by Marketing, Creative
neither represents nor is intended to be advice. France, Hong Kong, Malaysia, New Zealand, Singapore and
and Digital employees and compiled anonymously so
the United Kingdom.
Firebrand will not accept responsibility for any loss arising that other industry professionals, including employers, can
from the use of the information provided within this report. determine how their salary compares to their industry peers. Connect with us
Copyright All salary data is shown ‘live’ (in real time) – so the moment Auckland: +64 (0)9 309 6691
The information contained in this survey is copyright. No salary data is entered it becomes available to the entire Hong Kong: +852 2127 7747
part of it may be reproduced, stored or transmitted, in any community. Kuala Lumpur: +60 3 62010196
form or by any means, without the prior written permission London: +44 (0)20 7299 0350
Importantly, the impact of factors such as company size, Melbourne: +61 (0)3 8644 7777
of Firebrand Talent Search.
gender, location, industry, years of experience, and number Paris: +33 (0)1 40 72 11 00
of direct reports can also be included in salary searches Singapore: +65 6336 7444
to ensure the most accurate and relevant salary data is Sydney: +61 (0)2 8667 8888
delivered to you.
Website: www.firebrandtalent.com
Facebook: www.facebook.com/FirebrandTalent
Twitter: www.twitter.com/FirebrandTalent
YouTube: www.youtube.com/FirebrandTalent
LinkedIn: www.linkedin.com/company/1314444


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