EMR Salary Survey 2011

Transcription

1 25 All proceeds go to The Prince s Trust. Salary Survey & Market Trend Report Marketing & Communications UK & Ireland 2011 In association with

2 EMR Salary Survey 2011 With over 2,722 respondents completing our survey, congratulations go to Jo Langrish-Dixon, Digital Marketing Controller at Hallmark Cards, for winning the prize draw of a luxury dinner for two at the award winning Heston Blumenthal Fat Duck restaurant.

3 Contents Introduction...4 Key Findings...9 Demographics Length of Tenure Current Employment Career Motivators Headcount Job Search Channels Reward Bonus Trends What you said Salaries by Sector & Market Insight...35 Agency Business Services & Business to Business (B2B) Consumer Goods Corporate Communications & Investor Relations Digital Energy & Utilities Finance & Banking FMCG IT & Software Leisure & Travel Media & Publishing Pharmaceuticals Professional Services Public Sector & Not for Profit Retail Telecommunications Regions Ireland Marketing Recruitment Advertising Solutions...58 Acknowledgements & Disclaimer...61

4 EMR Salary Survey 2011 Introduction Introduction EMR is delighted to present our latest salary survey and market trend report on the marketing and communications industry. With response from over 2,722 marketing and communications professionals, I am pleased to say that our survey is now officially the largest and most comprehensive across the UK. Our report is produced in association with The Marketing Society, the exclusive membership network for discerning marketers to learn, develop and share knowledge, best practice and new ideas. Over the past 52 years they have emerged as one of the most influential drivers of marketing. The Society challenges its members to think differently and to be bolder marketing leaders by supporting the development of leadingedge thinking, and promoting the evidence of effective marketing. Since our last report, the economy has remained fragile. Uncertainty in the Eurozone, unclear fiscal direction and austerity measures have left many business leaders and Marketing Directors looking at their 2011 budget and staffing needs under a cloud of doubt. We hope that this report helps to shed some light for you on the general mood of the UK market and Ireland. EMR s business progress, at the sharp end of hiring trends, is a reliable indicator into the UK marketing and communications staffing industry. Certainly our own year-on-year revenue is encouraging with consistent growth in demand and our first half of 2011 financial results were the largest since the credit crunch. Looking on a macro level rather than into specific sector trends, plenty of client demand has been driven from businesses looking to recruit the same (or very similar) positions that were surplus to requirements in the depths of the recession. Growth in the emerging markets alongside a significant uplift in staffing investments in the digital marketing space has also been a notable driver. Marketing leadership requirements, competitive pace, NPD and innovation are also factors that have underpinned client demand to hire marketing staff so far this year. Demand for temporary recruitment has increased as UK plc looks towards a more flexible workforce to fulfill its short-term staffing requirements. Many clients are cautiously hiring marketers on a temporary basis before committing to a permanent hire. From a staffing perspective, businesses are expecting their marketing departments to soon return to or surpass their pre-credit crunch headcount, suggesting that in our mature consumer market UK plc is now investing in a marketing-led recovery. Our report compares year-on-year trends to which we provide commentary and insight, though of course you can draw your own conclusions too. We highlight industry trends to provide you with information and context that you need to help plan either your own career development or indeed your own staffing requirements. From our survey findings, we delve into the motivators of the UK marketing and communications industry; % of annual bonus by sector, male and female bonus %s, average salaries by region and drivers for moving.

5 Introduction Salary tables in the second half of the report provide you with grade pay ranges and further insights from our own practice leaders. A taster of some of our headline findings this year include: EMR Salary Survey % of respondents anticipate a job change within the next 12 months The top reason for moving employer was for career development The majority of marketing and communications professionals are expecting a raise of up to 10% in the next 12 months One quarter of respondents indicated that plans were in place to restructure departments to keep up with the demands of digital media during the next 12 months The top benefit seen as vital by marketing and communications professionals was 25 days holiday or more In comparison to five years ago, a company pension scheme and flexible working are now significantly more attractive benefits to employees Surprisingly, average salaries for Managers in Central London were less than other regions within the UK The top three industry sectors for bonus allocation were Finance & Banking, Energy & Utilities and FMCG Almost double the amount of males received a bonus between 20-30% of their annual salary in comparison to females The average bonus received across all respondents was 17% of basic salary. Introduction Whether you are looking for a new role or planning to recruit, this report offers clear insight into key compensation trends and drivers. We hope that you find the information and results produced useful and we welcome any suggestions for our next issue to simon.bassett@emrrecruitment.com. Simon Simon Bassett MD, EMR 5

6 EMR Salary Survey 2011 About Us About Us EMR aims to be the global leader in marketing and communications recruitment, thereby creating growth and opportunities for our clients, candidates, employees and Group. Established in 1994, EMR was founded on the principles of speaking with honesty, acting with integrity, providing the highest levels of service and delivering results. Under new ownership since 2008 and with strategic ambition, we model our business around our core values, which we call the 4C s: Credibility, Commitment, Coverage and Certainty. Our success is centred on delivering these values to ensure that we remain the partner of choice for all marketing and communications professionals. As a specialist recruitment brand, we are passionate about delivering a boutique recruitment offering to both clients and candidates and are fully committed to providing the highest standards of service to the marketing and communications industry at all times. With a dedicated team of consultants operating across specific sectors, we have the knowledge and expertise to succeed for you. We are not rigid, bureaucratic or strangled by process and are able to respond nimbly to industry trends and changes in demand. We remain lean, flexible and innovative and are always striving to improve no matter what. In 2008, EMR joined the FiveTen Group - a strategic move to ensure that we are able to offer our clients access to a growing international talent pool which our clients and candidates have come to expect. As well as providing expertise across the UK, EMR has offices in Dubai, Dublin, Hong Kong, Moscow, São Paulo and Singapore. Contact Us London +44 (0) london@emrrecruitment.com 322 High Holborn, London, WC1V 7PB Dublin Fitzwilliam Hall, Leeson Street, Dublin dublin@emrrecruitment.com

7 About The Marketing Society The Marketing Society is an exclusive network of senior marketers. Over the past 52 years we have emerged as one of the most influential drivers of marketing in the business community. The society challenges its members to think differently and be bolder marketing leaders by supporting the development of leading-edge thinking and promoting the evidence of effective marketing. We do this through The Marketing Society Awards for Excellence, our inspirational publications Market Leader and Our Week, as well as our blog and online archive, which includes a Knowledge Zone and video library. Our well-respected calendar of world class events provides extensive networking opportunities and inspiration with speakers including Willie Walsh, CEO of International Airlines Group and Graham Mackay, chief executive of SABMiller. Our members also enjoy connecting with one another online sharing ideas through our LinkedIn community and Twitter. The Society also provides endless opportunities to build marketing capabilities through our professional development programme and exclusive access to best practice case studies and thought leadership articles. The Marketing Society is the place for discerning marketers to learn, develop, share best practice and new ideas as well as network with one another. If it sounds like the place for you, please do get in touch. EMR Salary Survey 2011 About The Marketing Society Contact Us The Marketing Society 1 Park Road, Teddington Middlesex TW11 0AR +44 (0) membership@marketingsociety.co.uk 7

8 EMR Salary Survey 2011 Methodology During March and April 2011, EMR conducted an online survey with clients and candidates focused on the demographics, length of tenure, working week, job security, career motivators, department changes, job search channels, reward and bonus trends of marketing and communications professionals. This report is based on findings received from respondents completing the survey as well as sector specific market insight and salary ranges (annual and day rates) from our experienced sector consultants based at EMR s UK and Ireland offices. Methodology Key survey findings are documented in the first half of the report. Market insight and salary range data tables are provided in the second half of the report across the following sectors and regions: Agency, Business Services & Business to Business (B2B), Consumer Goods, Corporate Communications & Investor Relations, Digital, Energy & Utilities, Finance & Banking, FMCG, Ireland, IT & Software, Leisure & Travel, Media & Publishing, Pharmaceuticals, Professional Services, Public Sector & Not for Profit, Regions, Retail and Telecommunications. 2,772 professionals responded to the online survey.

9 Key Findings

10 EMR Salary Survey 2011 Pressure from clients that their advisers should be well-managed confirms what smart firms have always known, namely that leadership is not an optional extra. Watch as brand building, vision setting and internal communications become the must have skill sets. As marketing is the main discipline providing these skills, the future is looking bright for marketers in the professions. Richard Chaplin, Founder & CEO of the Managing Partners Forum

11 Demographics 2,722 marketing and communications professionals were surveyed between March and April % of respondents were female and 43% male 82% were employed on a permanent basis, 7% on a contractor basis, 6% on a freelance, interim or temporary basis and 5% were unemployed All industry sectors were represented. The top three were finance and banking (16%), business services & B2B (13%), and consumer goods (7%) Account Management Brand Management Business Development Category/Trade Management Creative CRM/Segmentation Digital Direct Marketing Event/Sponsorship Investment Communications Marketing Communications PR Product Management Research & Analysis Other Specialisms 0% 5% 10% 15% 20% 25% EMR Salary Survey 2011 Demograhics All specialisms within the marketing mix were represented, the majority being within marketing communications (25%) Respondents were from across the UK, with the majority based in Central London (44%), Greater London (13%) and the South East (13%) 86% of respondents were of management level or above 67% of respondents were graduates (with 17% of post-graduate level) and 18% held a CIM qualification Business Services & B2B Consumer Goods Agency Energy & Utilities Finance & Banking FMCG IT & Software Leisure & Travel Media Digital Not for Profit Pharmaceuticals Professional Services Public Sector Retail Telecommunications Other Industry sector representation 0% 5% 10% 15% 20% 11

12 EMR Salary Survey 2011 Length of Tenure Length of Tenure Time in profession Over 23% of respondents have been in the marketing and communications profession 15 to 25 years and longer 77% of respondents see their future within a marketing career 46% of respondents anticipate a job change within the next 12 months with one third of permanent staff stating they had no appetite for change 2% Less than 1 year 3% More than 25 years 7% years 13% years 7% 1-3 years 17% 3-6 years 25% 6-10 years 26% years Time in current role permanent For permanently employed respondents, one third have been in their current role for less than a year (compared to 27% in 2010) and 20% have been in their current role between 1 and 2 years (compared to 33% in 2010) Only 36% have been in their current roles between 1 and 3 years (compared to 56% in 2010 and 39% in 2007). 36% have also been in their current role between 2 and 5 years (compared to 35% in 2010 and 21% in 2007) Less than 1 year More than 10 years 0% 10% 20% 30% 40% 50%

13 Time in current role non permanent 28% of contractors (compared to 24% in 2010) and 35% of freelancers, interim and temporary professionals have been in their current position for one year or more Less than 2 months 2-3 mths 3-6 mths 6-9 mths 9-12 mths Length of Tenure EMR Salary Survey 2011 Length of Tenure mths mths More than 2 years 0% 5% 10% 15% 20% 25% 2011 Contract 2011 Freelance/Interim/Temp 2010 Contract 2010 Freelance/Interim/Temp 13

14 EMR Salary Survey 2011 Length of Tenure Length of Tenure Time out of work unemployed 72% of unemployed respondents have been out of work for less than six months 44% were out of work due to redundancy, 14% wanted more challenging/interesting work and 8% wanted a career change Only 5% were unemployed due to wanting a better work/life balance and 5% due to relocation 78% saw their future within a marketing career The top three ways in which unemployed respondents plan to find their next position are through a recruitment consultancy or headhunter (87%), online advertising (57%) and a direct approach (52%)

15 Current Employment The working week 44% of respondents work over 45 hours a week with 52% being management level or above 57% of permanently employed males work over 45 hours a week, in comparison to 40% of females 71% of respondents would recommend their current employer to a friend 1% Less than 10 hours 3% More that 60 hours 14% hours 27% hours Number of hours worked per week 1% hours 2% hours 3% hours 49% hours EMR Salary Survey 2011 Current Employment Job security 86% of all permanent respondents rated their job security as secure or very secure, in comparison to 53% of contractors Very Secure Secure Insecure 14% of permanently employed respondents rated their current role and job security as insecure and very insecure 47% of contractors and 67% of freelance, interim and temporary professionals rated their job security as insecure and very insecure Very Insecure 0% 10% 20% 30% 40% 50% 60% 70% Permanent Contract Freelance/Interim/Temp 15

16 EMR Salary Survey 2011 Salaries in marketing and communications are rising again and that makes the opportunity cost of quitting your job less attractive. The ONS shows average salaries for marketing and sales managers rose to 58,946 in 2010, up 4.5% over 2009, while advertising and PR managers saw their pay jump 5.3% to 53,352. The job market s booming for talented marketers.

17 Drivers for moving The top three reasons for moving employer were career development (20%), more challenging/interesting work (15%) and a higher salary (13%). These findings are consistent with previous findings over the last four years, apart from in 2007 where a higher salary was the primary motivator These findings suggest that marketing and communications professionals are putting learning and development opportunities and job satisfaction before monetary incentives Career Motivators 2011 Career development 20% More challenging/interesting work 15% Higher salary 13% EMR Salary Survey 2011 Career Motivators Salary expectations 75% of permanently employed professionals expect a raise over the next 12 months with 69% expecting a raise of up to 10% Yes, up to 5% Yes, between 5-10% Yes, between 10-20% 53% of contractors and 46% of freelance, interim and temporary professionals expect a raise during the next 12 months with the majority expecting between a 5 and 10% increase Yes, more than 20% No 0% 10% 20% 30% 40% 50% 60% 70% Permanent Contract Freelance/Interim/Temp 17

18 EMR Salary Survey 2011 Career Motivators Career Motivators Acceptable salary increase for next role 59% of respondents identified an acceptable salary increase for a new role was between 5 and 15%, down 10% from 2007 and 2010, showing expectations have reduced this year a reflection of the economic climate However, the % of respondents that perceive an acceptable salary increase for a new external role between 15 and 25% has increased slightly by 2% to 27% in comparison to 2007 and % 1-5% 5-10% 10-15% 15-20% 20-25% 25-30% 30% or more 0% 5% 10% 15% 20% 25% 30% 35% 40%

19 Average salaries by region Surprisingly, average salaries for Managers in Central London were less than other regions across the UK. Employers in the South East pay on average 10k more per annum than in Central London for marketing and communications professionals at Manager level Average salaries for Director level positions were highest in London and the South East, followed closely by Scotland Central London and Scotland were top of the list for average salaries at Head of level positions South West London (Greater) London (Central) South East Scotland North West East Anglia Yorkshire & Humberside Midlands Career Motivators EMR Salary Survey 2011 Career Motivators North East 30k 40k 50k 60k 70k 80k 90k 100k 110k Average Salary DIrector Average Salary Head of Average Salary Manager 19

20 EMR Salary Survey 2011 Headcount Headcount Department changes Respondents indicated that almost 40% of marketing departments increased in size over the past 12 months and 20% decreased (mostly due to redundancy and company restructuring procedures) 34% of respondents stated there had been no department changes during the last year One quarter of respondents indicated that plans were in place to restructure departments to keep up to the demands of digital media during the next 12 months 4% Not applicable 3% Not sure 20% Decreased Department growth potential 39% Increased 34% Remained the same 72% of permanently employed professionals indicated there were plans within the companies that they work for to expand into emerging markets this year

21 How current role was found Over 40% of respondents found their current role through a recruitment consultancy or headhunter. This is a reduction of 6% from 2010 Triple the number of respondents used online advertising over print advertising to find their current role, however, only 17% used advertising sources overall 28% of respondents used a direct approach or personal, social and professional contacts to secure their current role. This is an increase of 3% from 2010 Job Search Channels Advertising (online) Advertising (print) Direct approach Internal promotion Personal contact Professional network Recruitment consultancy/ headhunter Social network Other 0% 10% 20% 30% 40% 50% EMR Salary Survey 2011 Job Search Channels The social network remains a negligible recruitment channel. 21

22 EMR Salary Survey 2011 Reward Reward Benefits received The top four benefits received for permanently employed professionals were 25 days holiday or more (84%), a company pension scheme (76%), an annual bonus scheme (70%) and insurance cover (60%) More than two thirds of contractors and over half of freelance, interim and temporary professionals received benefits in addition to their day rate/pro rata salary 10% Other 27% Share incentive/emi 60% Insurance (PMI/death in service/ life insurance) 38% Flexible working (home working/flexitime) 32% Flexible benefits Permanent 84% 25 days holiday or more 70% Annual bonus scheme 35% Car/car allowance 76% Company pension scheme

23 Benefits received cont d The top four benefits for contractors were 25 days holiday or more (55%), flexible working (30%), an annual bonus scheme (25%) and a company pension scheme (25%) 37% Other Reward Contract 55% 25 days holiday or more EMR Salary Survey 2011 The top four benefits for freelance, interim and temporary professionals were flexible working (40%), 25 days holiday or more (29%), a company pension scheme (14%) and flexible benefits (11%) 5% Share incentive/emi 23% Insurance (PMI/death in service/ life insurance) 30% Flexible working (home working/flexitime) 25% Annual bonus scheme 9% Car/car allowance Reward Respondents indicated that in addition to the benefits highlighted in the chart to the right, additional corporate incentives and reward schemes were in place for 37% of permanently employed professionals, 20% of contractors and 13% of freelance, interim and temporary professionals. 15% Flexible benefits 25% Company pension scheme Freelance/Interim/Temp 52% Other 29% 25 days holiday or more 10% Annual bonus scheme 10% Car/car allowance 6% Share incentive/emi 8% Insurance (PMI/death in service /life insurance) 14% Company pension scheme 11% Flexible benefits 40% Flexible working (home working/flexitime) 23

24 EMR Salary Survey 2011 Reward Reward Benefits assessment The top three benefits that respondents felt were vital are the same as those currently received by those permanently employed 25 days holiday or more (69%), a company pension scheme (45%) and an annual bonus (38%) In comparison, the top three benefits that contractors felt were vital were 25 days holiday or more (64%), a company pension scheme (28%) and flexible working (22%) 25 Days Holiday Company Pension Scheme Flexible Working 0% 10% 20% 30% 40% 50% 60% 70% For freelance, interim and temporary professionals, the top three vital benefits were 25 days holiday or more (59%), a company pension scheme (29%) and flexible working (26%) Of the benefits considered unimportant to all respondents, a car/car allowance came top of the list followed by share incentive/emi In comparison to five years ago, a company pension scheme and flexible working are now significantly more attractive benefits to employees

25 From the 1st October, the new Agency Workers Regulation (commonly referred to as the AWR or AWD) comes into force. It s stated aim is To provide agency workers with the entitlement to the same or no less favourable treatment with respect to basic employment and working conditions. Essentially, this requires temporary workers to qualify for the same pay and rights to comparable permanent employers. We have been busy working with all of our clients to implement best practice to comply with these changes and it will be fascinating to report on the impact next year in our report. Simon Bassett, MD, EMR 25 EMR Salary Survey 2011

26 EMR Salary Survey 2011 Bonus Trends Bonus Trends Bonus received Permanent Contract Freelance/Interim/Temp 64% of permanently employed professionals, 27% of contractors and 25% of freelance, interim and temporary professionals received a bonus last year. A decrease of 3% from 2010 for those permanently employed and over 10% for contractors, and freelance, interim and temporary professionals For respondents that did receive a bonus last year, over two thirds received between 0-20% of their annual salary or day rate/pro rata equivalent with over one third receiving between 10-20%, apart from contractors at 29%. This is similar to 2010 but a notable decrease of 9% from % Yes 36% No 27% Yes 73% No 25% Yes 75% No The top three industry sectors for bonus allocation were Finance & Banking, Energy & Utilities and FMCG On average, 26% of non-permanent workers received a bonus; a decrease of 11% from 2010 Over 42% of respondents saw an increase to significant increase in their bonus in comparison to the previous year, with on average 33% indicating that their bonus remained the same

27 Bonus received cont d 27% of permanently employed professionals, 34% of contractors and 11% of freelance, interim and temporary professionals were dissatisfied or highly dissatisfied with their bonus which is statistically the same as in 2007 and 2010 Expectations from respondents for bonuses next year were at over 73% for a 0-20% bonus and over 15% for a 20-40% bonus The average bonus received across all respondents was 17% of basic salary. Bonus Trends EMR Salary Survey 2011 Bonus Trends 27

28 EMR Salary Survey 2011 The UK s digital marketing marketplace is one of the most exciting places to currently work. The whole of online has bounced back incredibly quickly following the recession and candidates with the right skills and experience are very much in demand. In recent years, as the online industry has matured, even the most experienced traditional marketers are finding that they need to enhance their skill set to take into account the new marketing channels which are increasingly being used, such as social media and digital PR. These channels are constantly evolving and therefore the biggest challenge is often simply keeping up with the new. James Saunders, Managing Director, 4MAT

29 Male and female bonus level as % of annual income 82% of females received a bonus of less than 20% of their annual salary in comparison to 68% of males 1% 60-70% bonus 1.5% 50-60% bonus 3% 40-50% bonus Bonus Trends Male 1% 70-85% bonus 2% % bonus 1.5% More than 100% bonus EMR Salary Survey % of males received a bonus between 20-30% of their annual salary in comparison to 9% of females Only 7% of males received a bonus of 50% or more, however, this was double the amount of females 6% 30-40% bonus 16% 20-30% bonus 32% 0-10% bonus Bonus Trends 36% 10-20% bonus Female 1% 50-60% bonus 2% 40-50% bonus 4% 30-40% bonus 0.5% 60-70% bonus 0.5% 70-85% bonus 0.5% % bonus 9% 20-30% bonus 0.5% More than 100% bonus 49% 0-10% bonus 33% 10-20% bonus 29

30 EMR Salary Survey 2011 Bonus Trends Bonus Trends % of annual bonus by sector Over 90% of respondents received a bonus of less than 30% of their annual salary, 5% received between 30-40% and only 4% received more than 50% Over two thirds of respondents working within the Telecommunications, Consumer Goods, Finance & Banking, Digital and Pharmaceuticals sectors received more than a 10% bonus 90% 80% 60% 40% 20% 0% Business Services & B2B Consumer Goods Agency Energy & Utilities Finance and Banking FMGC IT & Software Leisure & Travel Media Over 50% of respondents working within Consumer Goods, FMCG, Media, Digital, Pharmaceuticals and Telecommunications sectors received a bonus between 10-30%

31 Key 0-10% 10-20% 20-30% 30-40% 40-50% 50-60% 60-70% 70-85% % More than 100% EMR Salary Survey 2011 Bonus Trends 90% 80% 60% 40% 20% 0% Leisure & Travel Media Digital Not for Profit Pharmaeceuticals Professional Services Public Sector Retail Telecommunications. Less than 20% of respondents in the Not for Profit and Public Sector received a bonus greater than 0-10% 31

32 EMR Salary Survey 2011 What you said Some companies use an economic downturn to justify lower salaries and this doesn t help the economy grow. What you said Marketing departments have taken a big hit in terms of pay and staff morale over the last two years. Employers that do little to redress the balance risk losing their top talent to competitors. Branding is extremely important in the current economy where people buy more based on feelings rather than facts. Investors are seeing this trend too, which means that the future is golden for talented marketing people. Internal communications salaries are trending upwards. There is more demand for communicators with integrated communications and business strategy experience. It is the beginning of the end for traditional marketing comms. Marketing is now integrated with digital media and Internet/web communications with social media playing an important role. Salaries for marketing roles have been fairly stagnant in the last two years, but the scope of roles is often more demanding than previously. Not-for-profit sector seems to be maintaining/slightly-increasing. There has been a marked increase in the number of opportunities available to marketing and BD professionals over the past year. Organisations seem to be back in the recruitment market again. Similarly the number of candidates in the markets appears to have increased.

33 With the growth of digital and social media existing resources get more and more stretched. Many marketing departments have the same staffing structure but increased demands. Getting a good media profile in social as well as traditional media/a good reputation will be even more important for companies tomorrow. EMR Salary Survey 2011 What you said Skills in digital marketing are essential now for progression within a marketing career, as well as an understanding of the marketing metrics. Digital is definitely a big trend and there is a gap between demand and the offer, therefore professionals with the knowhow in this area are on demand and in a position to negotiate. 33

34 EMR Salary Survey 2011 Just 27% of marketing professionals would consider quitting their job for a chance to take part in The Apprentice.

35 Salaries by Sector & Market Insight

36 EMR Salary Survey 2011 Agency Agency Job Title Annual Salary Day Rate Min Max Min Max Group Account Director 70k 100k Account Director 50k 80k Senior Account Manager 35k 50k Account Manager 30k 45k Account Executive 23k 30k Assistant 18k 25k Graduate 18k 20k N/A N/A Percentage of annual bonus received by sample 34% received 10-20% 2% received % 2% received more than 100% 57% received 0-10% Key Trends & Outlook In the recession, the agency market decreased considerably as clients reduced spend. However, during 2011 so far this sector is quickly bouncing back and growth and demand for candidates is currently high. Movement across leading agencies is relatively low compared to other sectors, so the war to secure the best talent (in particular management talent) remains a key challenge for agencies to outperform their competitors. The landscape of the agency market continues to evolve at pace with many new entrants to the market and the digital demands of clients shaping the industry, a trend we only expect to increase further. It is now unusual for hiring requirements in this sector not to be based around digital needs. 2% received 50-60% Agency hiring in 2011 is non-comparable to 2010 and 2009 and we expect demand for Account Directors to remain high well into % received 30-40%

37 Business Services & Business to Business (B2B) Job Title Annual Salary Day Rate Min Max Min Max Director 70k 120k Head of 60k 90k Senior Manager 50k 60k Percentage of annual bonus received by sample 10% received 20-30% 0.5% received 50-60% 1% received 60-70% EMR Salary Survey 2011 Manager 40k 60k Executive 25k 35k Assistant 22k 27k Graduate 18k 22k N/A N/A Key Trends & Outlook This year so far there has been an increase in the number of marketing opportunities within business-to-business environments of around 24% compared to the same period in By the very nature of this sector the type of roles vary greatly in type and remit, however there have been similar requirements to those that were recruited before the recession as business services based organisations realign their marketing strategy and headcount requirements to pre-recessionary plans. Marketing communications, PR and online roles have been the highest in demand in Clients are open to industry experience and favour skills more than specific sector expertise, though most do demand B2B expertise rather than Business to Consumer (B2C). 0.5% received % 1% received more than 100% 45% received 0-10% 1% received 40-50% Business Services & Business to Business (B2B) Notably there have been more new senior positions at Head of and Director level than 2010 suggesting increased investment in marketing resource within the B2B sector. 5% received 30-40% 36% received 10-20% 37

38 EMR Salary Survey 2011 Consumer Goods Consumer Goods Job Title Annual Salary Day Rate Min Max Min Max Director 90k 140k Head of 70k 90k Senior Manager 60k 70k Manager 40k 70k Executive 28k 35k Assistant 22k 28k Graduate 18k 22k N/A N/A Key Trends & Outlook Percentage of annual bonus received by sample 18% received 20-30% 2% received 50-60% 1% received % 30% received 0-10% In the past 12 months we have witnessed a large increase in demand across consumer goods, consumer durables and hardware clients. Undoubtedly this is led by the pace of technology, innovation and consumer demand in the UK for electronic goods with NPD in mobile handsets and tablets adding a significant dimension to the industry. The consumer goods sector remains highly competitive for marketing talent which has certainly increased salary levels compared to previous years. Many leading brands in this sector are based outside London, which reduces talent pools and drives higher demand. With product innovation so high, it is no surprise that talent within NPD and product roles continue to be highly sought after along with consumer insight. 1% received 60-70% 1% received 40-50% 9% received 30-40% 38% received 10-20%

39 Corporate Communications & Investor Relations Job Title Annual Salary Day Rate Min Max Min Max Director 125k 275k Head of 85k 125k Senior Manager 65k 80k Manager 45k 60k Officer / Executive 35k 45k Assistant 30k 35k Graduate N/A N/A N/A N/A Key Trends & Outlook In 2011, the demand for corporate corporate communications & investor relations professionals has increased substantially from 2009 and Perhaps ironically given that for UK Plc there is no greater need for effective shareholder relations and employee communications than in a bear market. Though in the previous year lower demand was partly due to senior communications professionals staying with the current employer, this has certainly changed in 2011 with a notable uplift in the number of communications professionals now looking to further their career. This movement has certainly created momentum within the market. Bonus Comment Bonuses have remained static across the board, typically within a 10 50% range of salary, and are less tied to company financial performance than in previous years when taking recent economic circumstances into consideration. Salariy increases, however, have been commonplace in EMR Salary Survey 2011 Corporate Communications & Investor Relations Hiring demand has increased within all key areas of this market, notably: internal communications, employee communications, investor relations, CSR, financial PR, corporate PR, public affairs as well as within service providers (PR agencies and financial communications consultancies). Demand has picked up with FTSE 100s and we have noted significant increases in hiring needs for FTSE 250 businesses so far this year as well as internationally listed organisations and high growth SMEs - all investing in their headcount within corporate communications and investor relations. Experienced communications professionals command a premium when moving jobs often looking for a remuneration increase of circa 15-20%. 39

40 EMR Salary Survey 2011 Digital Digital Key Trends & Outlook If there is a consistent thread throughout this year s survey, it is the simple fact that the demand for digital talent in the marketing industry has singularly been the largest contributor to shaping recent recruitment trends in marketing. Coming out of the recessionary period, with UK Plc now needing to invest in their marketing strategy to differentiate themselves more than ever, the need for digital expertise has never been greater. Perhaps this can best be illustrated by the fact that in 2011 so far 1 in 3 new jobs that EMR have handled have had a digital focus. Of this influx of digital positions we estimate that around 75% of them are newly defined positions within all organisations. It is quite clear that if 2011 has been the beginning of a marketing led recovery that this is largely underpinned by the digital revolution. So much so, that we have adapted our own business to ensure that we can cater for this level of demand by boosting headcount in our specialist Digital practice. Digital marketing has reached the point where it s a core business driver for organisations, rather than a useful addition to the marketing mix. Its diverse and rapidly evolving nature, at least quarterly changes in mobile, social, search, has meant that the demand for marketers who provide not only proven experience in the channel but the drive to keep up to date with the developments, able to adopt them at the right time is at an all time high. Unfortunately the pool available is reasonably small, driving wage inflation and also demand for robust training. Scott Gallacher Director, Aston Group

41 Job Title Annual Salary Day Rate Min Max Min Max Director 80k 120k 400 1,000 Head of 70k 90k Senior Manager 45k 70k Manager 35k 50k Executive 26k 30k Assistant 18k 22k Bonus Comment Bonus potential for individuals driving tangible commercial results is highly attractive, with Senior Manager acquisition positions earning up to 30% bonus and Director and Department Heads earning up to 40 50%. Potential bonus earnings for usability and conversion specialists, driving sales through web traffic conversion, are not far behind this either right now. EMR Salary Survey 2011 Digital Graduate 18k 20k The new buzz words are almost too many to mention but on a daily basis we see new digital job titles appearing that two years ago would have been received with a quizzical look. Have a look at the snapshot below for a flavour: Head of ecrm Head of Online Acquisition Head of Digital Engagement Cloud e-commerce Manager SEM Manager Content and Social Media Manager Traffic Manager Head of PPC Cloud Marketing Technician Interactive Direct Marketing Manager These digital needs are apparent across every sector but do vary. What is evident from many clients (including blue chips) is that there is a degree of ambiguity in the market about how and what the structure of the digital team should look like and where it should sit. Online marketing may have been straight forward but with the complexities of new job descriptions constantly evolving, the lines between marketing, IT, operations and customer services are no longer so clear cut. Perhaps this is to be expected as a key aspect of the digital revolution, however with over a quarter of respondents suggesting their marketing departments have plans to restructure to accommodate digital demands, it s clearly a point that will remain high on the agenda for CMOs, Marketing Directors and business leaders. 41

42 EMR Salary Survey 2011 Energy & Utilities Energy & Utilities Job Title Annual Salary Day Rate Min Max Min Max Director 90k 150k 500 1,000 Head of 70k 90k Senior Manager 55k 70k Manager 40k 60k Executive 30k 40k Assistant 25k 35k Graduate 21k 25k N/A N/A Key Trends & Outlook The number of roles within the energy and utilities sectors has increased by around 19% compared to the same period in The utilities sector has seen increased demand for marketers across a number of areas with an ever increasing customer centric mentality. With price comparison sites shaping consumer markets and new products and services a constant requirement, it is no surprise that proposition development/ NPD experience remains highly sought after alongside roles responsible for customer online experience. Demand for senior talent in these sectors is high and client demand is typically open to considering marketing expertise from other consumer service based businesses such as telecommunications and financial services these movements across sectors are not uncommon and key players in the market are prepared to pay a premium to entice the right talent. Within the energy arena (large brands in particular), it s been business as usual. Communication based roles are always in high demand within leading brands in the energy market. Percentage of annual bonus received by sample 19% received 20-30% 5% received 40-50% 5% received 50-60% 37% received 0-10% 29% received 10-20% 5% received 30-40%

43 Finance & Banking Job Title Annual Salary Day Rate Min Max Min Max Director 100k 150k 500 1,000 Head of 65k 90k Senior Manager 50k 70k Percentage of annual bonus received by sample 12% received 20-30% 1% received 60-70% 2% received 70-85% EMR Salary Survey 2011 Manager 45k 65k Executive 25k 40k Assistant 25k 30k Graduate 20k 24k Key Trends & Outlook 3% received % 1% received more than 100% 29% received 0-10% Finance & Banking In line with many service based sectors, there has been a strong shift towards digital and customer experience roles both on and offline within financial services. In larger organisations these roles can be specialist whilst in the SME and smaller organisations, the remit generally stretches much wider. Parity moves from a salary perspective are now a thing of the past and the expectation of most candidates looking to move has shifted back to a 12-15% uplift in basic salary. With an increasing focus on high value customers within the world of financial services, there has been a trend towards understanding customer behaviours through string data analysis and driving benefit led customer retention and loyalty programmes. With macro market conditions now improving, the general level of activity is improving quarter on quarter. Needless to say 2009 was a low point for marketers in finance and banking, however, in 2011 so far demand has resumed to 2007 levels. Counter-offers are once again common place in this sector which is a strong indicator of clients needing to retain key talent. 37% received 10-20% 8% received 30-40% 3% received 40-50% In the square mile senior marketers in 2011 were once more enticed to leave their job hunting until after the spring once bonuses were paid. A notable difference to 2009 and This year so far demand for temps and interim managers has increased significantly within retail banks in particular. 4% received 50-60% 43

44 EMR Salary Survey 2011 FMCG FMCG Job Title Annual Salary Day Rate Min Max Min Max Director 100k 150k 500 1,000 Head of 70k 100k Senior Manager 60k 80k Manager 55k 70k Executive 30k 40k Assistant 22k 30k Graduate 20k 24k N/A N/A Percentage of annual bonus received by sample 16% received 20-30% 1% received 60-70% 1% received more than 100% 41% received 0-10% Key Trends & Outlook Throughout the recessionary period, organisations faired well at retaining key marketing talent with lower levels of movement in the market compared to other sectors. Longevity of service for brand marketers has certainly increased over this period. FMCGs are amongst the best at developing home grown marketing talent, particularly from their graduate schemes. Client demand has not varied over the past few years this typically demands hiring experienced marketers with solid FMCG industry expertise, therefore the talent pool to hire from remains largely finite in the UK contributing to the ongoing war for FMCG talent. As well as brand experts, demand remains consistently high for consumer insight and research professionals able to demand a premium salary for their expertise. Senior movements in the market have increased in 2011 when compared to both 2009 and In the regional areas, organisations face strong competition for the best talent resulting in attractive salary and benefit packages, especially if relocation is involved for senior marketers. Experienced marketers have been looking at where their expertise can be used in other sectors and some senior talent has moved to consumer markets such as new media and fast growing UK consumer brands. The movement of FMCG marketers to other sectors certainly outweighs the number of experienced marketers with no FMCG experience entering the sector. 1% received % 2% received 40-50% 1% received 30-40% 37% received 10-20%

45 IT & Software Job Title Annual Salary Day Rate Min Max Min Max Director 90k 120k Percentage of annual bonus received by sample 12% received 20-30% EMR Salary Survey 2011 Head of 70k 90k Senior Manager 50k 70k % received 40-50% Manager 45k 60k Executive 25k 28k Assistant 22k 28k Graduate 22k 26k N/A N/A 1% received % 49% received 0-10% IT & Software Key Trends & Outlook Demand for marketing talent has increased in 2011 in both B2B and B2C technology and software firms. High growth technology organisations have sophisticated company strategies that are largely marketing led thereby requiring quality marketing talent to execute them. In 2011 so far we have seen a notable increase in demand in BPO (business process outsourcing), cloud technology and Managed Services where we have witnessed the market continually mature with a 25% uplift in demand in the amount of opportunities in the market from to A huge amount of technology/software businesses are making a shift from being a technology led organisation to a customer led organisation and this has certainly increased the amount of opportunities for savvy commercial marketers within this sector. 1% received 50-60% Whilst last year saw an impact on the senior end of the market, the need for senior talent has picked up progressively this year and with multiple organisations seeking marketing/product to be represented at board level, this has created new opportunities within the marketplace and has encouraged movement. 4% received 30-40% 29% received 10-20% 45

46 EMR Salary Survey 2011 Leisure & Travel Leisure & Travel Job Title Annual Salary Day Rate Min Max Min Max Director 60k 100k Head of 60k 90k Senior Manager 60k 75k Manager 35k 55k Executive 22k 27k Assistant 20k 26k Graduate 18k 22k N/A N/A Percentage of annual bonus received by sample 32% received 10-20% 2% received 50-60% 2% received % 54% received 0-10% Key Trends & Outlook Hiring within the leisure and travel sector has not seen the same pace of recovery in 2011 that many other sectors have enjoyed. Client demand has been largely based around ad hoc requirements as opposed to major hiring projects for the delivery of new marketing strategies. There are pockets of increased demand, UK based attractions being a stand out perhaps a reflection of the current UK consumer focusing more on domestic holidays rather than international travel. Hiring trends are largely based around customer behaviour so CRM, online customer experience and pricing have been common themes. Some of the smaller brands in air travel have been proactively hiring as they aim to capture market share from established names. 4% received 40-50% Marketing within the global hotel industry is an area where hiring demand has started to increase and we expect this to continue. Undoubtedly the 2012 London Olympics will positively contribute to all of these areas as well as the hospitality and sponsorship market. 6% received 20-30%

47 Media & Publishing Job Title Annual Salary Day Rate Min Max Min Max Director 80k 110k Percentage of annual bonus received by sample 15% received 20-30% EMR Salary Survey 2011 Head of 60k 70k Senior Manager 42k 55k % received 30-40% Manager 35k 45k Executive 25k 32k Assistant 20k 27k Graduate 18k 20k N/A N/A Key Trends & Outlook 1% received 60-70% 41% received 0-10% Media & Publishing It will not come as news to anyone that digital demands have changed the landscape of many industries and perhaps none more so than the media industry. This in turn drives hiring needs that we are privy to. Traditional business models such as subscription based media and trade magazines are being reconsidered in some cases reinvented and others not. There is a tangible speed of pace about how this sector is currently evolving and all the changes are underpinned by marketing led strategies. The media industry is turning to marketers to understand consumers and steer the industry into the future. With all this in mind, we have seen restructuring within marketing departments in both large clients and small as clients look to drive change. This has led to impressive new roles and career opportunities for marketers within the industry or indeed those looking to enter the media world from other sectors. 1% received 50-60% For the savvy marketers who like a challenge, the media industry has never been more exciting. Though it is worth noting that basic salaries are not as competitive in this sector until you get further up the career ladder a fact that media companies need to consider in light of market pressures. 38% received 10-20% 47

48 EMR Salary Survey 2011 Pharmaceuticals Pharmaceuticals Job Title Annual Salary Day Rate Min Max Min Max Director 100k 180k 500 1,000 Head of 70k 100k Senior Manager 60k 80k Manager 55k 70k Executive 28k 40k Assistant 22k 30k Graduate 18k 22k N/A N/A Percentage of annual bonus received by sample 10% received 30-40% 5% received 60-70% 5% received 70-85% 28% received 0-10% Key Trends & Outlook In 2010 and 2011 it s been largely business as usual with regards to hiring within major pharmaceutical businesses. This sector has a high level of loyalty with marketers service longevity being up there with the highest. Perhaps this is partly due to market stability but also favourable pay compared to other sectors, in particular for senior marketers. Client demand is varied across the marketing mix with common areas including trade marketing, OTC, research and insight as well as corporate communications. In Ireland we have noticed stronger demand in 2011 compared to previous years, as this is a key industry in Dublin in particular. 38% received 10-20% 14% received 20-30%