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Creative, marketing and digital salaries set to rise - study

Contributor:
Fuseworks Media
Fuseworks Media

Median salaries across the digital, creative and marketing industry dropped from 2012 to 2013, but this trend should reverse in 2014, according to specialist recruitment firm, font.

font’s annual Market Pulse round-up comprised 6410 surveys, 1381 of which were from New Zealand, collected from January 1 2013, to January 1 2014. Results showed median salaries were generally lower than in 2012, despite many firms ramping up their investment in the sector.

Managing director Jacqui Barratt said the downward movement could partly be attributed to rapid job creation at a junior level, driving down the overall median. As roles become more and more specialist, and demand outstrips supply, she said salaries should rise in 2014.

Advertising, media and publishing saw a general decline in salaries over 2013 whilst the other sectors remained relatively buoyant. Journalists were the most adversely affected, with salaries dropping by as much as 50 per cent for men surveyed. Salaries for digital advertising roles also fell, with a 35 per cent decrease for men and a 21 per cent slump for women.

Other than women in PR and communications, overall median salaries across marketing, communications, PR and events saw the strongest growth, followed by multimedia design and digital. Male marketing managers had a particularly good year, receiving average salary spikes of 25 per cent.

Barratt said clients are increasingly asking for candidates with diverse digital expertise - people who will help the company evolve and enhance the overall skill set: "It is expected that all candidates will be digital-savvy, so now companies are looking for people with very niche expertise."

Barratt predicts 2014 will see companies making more effective use of temporary or freelance workers to cover project-by-project workflow, rather than increasing the full-time headcount.

"We are seeing this trend globally, as all businesses strive to work smarter and manage their resources for better profitability," she said.

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