Ad Execs Suffer Low Morale

The biggest challenge to talent retention in adland is poor morale, with over a third of respondents reporting low or dangerously low morale, according to the first annual Campaign US survey on morale in the advertising industry.

The survey reveals that 37% of the 211 respondents rated morale at their company as low or dangerously low, while only 29% said it was good or very good. Thirty-four percent said it was satisfactory. Among respondents who rated their company’s morale as “low” or “dangerously low”, 70% said they were actively job seeking. That number plummeted to 20% for respondents who rated their company’s morale as “good” or “excellent”. And there is evidence the mood is worsening: 58% said morale at their company is lower now than it was one year ago.

Respondents with a salary of $100,000+ were least likely to rate morale at their company as low (32%). Those making between $50,000 and $100,000 were most likely to have low morale (40%). In the middle were people making $50,000 a year or less (35%). There was virtually no correlation between morale and the number of years someone had been working in the industry.

“The results offer evidence that salary may be a greater factor than people will admit,” says Douglas Quenqua, editor in chief of Campaign US. “Advertising professionals earning less than six figures rated morale at their companies as lower than those making upward of $100,000.”

Asked to choose the three factors that most contributed to bad morale at their company, respondents most commonly chose management, followed by lack of advancement opportunities, salary and work/life balance.

“Morale can affect productivity and talent retention,” says Quenqua. “People want to be inspired at work, especially if they work in a creative profession. Employees who feel motivated aren’t daydreaming about their next job.”

Among the reasons listed for poor morale were: rush projects, poorly planned projects, lack of project direction, politics, sexism and working in print media. The factor most commonly contributing to good morale was work/life balance followed closely by satisfaction with work.

34% of respondents work for a creative agency, 23% for an in-house agency, 16% for a brand, 11% for a media agency and 11% for a publisher. 6% identified as freelancers.

To view survey data CLICK HERE.