'Fiftysomething' Xavier Rees: Agencies need us oldies

Advertising and marketing agencies are being urged to finally tackle the rampant ageism in the industry, to foster more inclusive and equitable environments for older, more experienced talent.

A new free IPA Report “Time for some new Age Thinking” uses a blend of IPA data, qualitative in-depth interviews, and desk research, to explore the topic of age within the agency world through both a commercial and intersectional lens.

The research gathers together perspectives from across the agency business, speaking to talent from all corners – junior to senior, inside and out – embracing viewpoints across the spectrum.

The report highlights that only 8% of people in agencies are over the age of 51, according to the latest IPA Agency Census, which compares with 33% of the overall UK workforce and 22% in the information and communication sector.

Furthermore, the research outlines that for many professionals over 50, the paths to career stability can be limited: transitioning to another industry, pursuing self-employment, or facing financial vulnerability. These outcomes, it explains, often result from the current commercial models that fail to value older, more experienced talent effectively.

To help address these issues and the many more raised within the research, the report offers actionable recommendations for agencies to create more inclusive environments, including how they should design for inclusion; rethink the commercial model; encourage intergenerational collaboration; train and upskill; and apply empathy and take action.

IPA director of diversity and inclusion Leila Siddiqi said: “This report is not just about highlighting the challenges older professionals can face; it’s about providing a clear roadmap for how the industry can change.

“By fostering an inclusive environment where age is seen as an asset, advertising agencies can tap into a wealth of experience that can unlock new opportunities for collaboration, growth, and innovation within the industry.”

IPA Talent Group chair and AMV Group chief executive Xavier Rees, who is already in his 50s, added: “It’s clear that advertising can’t afford to overlook the value of experience. We know that diverse teams produce better work, and that includes age diversity.

“Agencies that adapt and invest in the skills of older, more experienced professionals will set themselves up for long-term success. We need to work together as an industry to find better ways of retaining older talent.”