EMR Salary Survey

£25
All proceeds go to
The Prince’s Trust.

Salary Survey &
Market Trend Report
Marketing & Communications
UK & Ireland 2011
In association with

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.
www.emrrecruitment.co.uk

Contents

Introduction ....................................................... 4 Salaries by Sector & Market Insight................... 35

Agency ................................................................ 36
Business Services & Business to Business (B2B)... 37
Key Findings ..................................................... 9
Consumer Goods ................................................. 38
Demographics ...................................................... 11 Corporate Communications & Investor Relations .... 39
Length of Tenure ................................................... 12 Digital ................................................................... 40
Current Employment ............................................. 15 Energy & Utilities ................................................... 42
Career Motivators ................................................. 17 Finance & Banking ................................................ 43
Headcount ........................................................... 20 FMCG .................................................................. 44
Job Search Channels ........................................... 21 IT & Software ........................................................ 45
Reward ................................................................ 22 Leisure & Travel .................................................... 46
Bonus Trends ....................................................... 26 Media & Publishing ............................................... 47
What you said ...................................................... 32 Pharmaceuticals ................................................... 48
Professional Services ............................................ 51
Public Sector & Not for Profit ................................. 52
Retail.................................................................... 53
Telecommunications ............................................. 54
Regions................................................................ 55
Ireland .................................................................. 56

Marketing Recruitment Advertising Solutions .....58

Acknowledgements & Disclaimer......................61


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 leading-
Introduction

edge 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.

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:

• 46% of respondents anticipate a job change within the next 12 months
• The top reason for moving employer was for career development

Introduction
• 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.

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


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.
About Us

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
 322 High Holborn, London, WC1V 7PB
 +44 (0)20 7850 6200
 london@emrrecruitment.com

Dublin
 Fitzwilliam Hall, Leeson Street, Dublin 2
 +353 1 669 8528
 dublin@emrrecruitment.com

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

About The Marketing Society
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.

Contact Us
 The Marketing Society
1 Park Road, Teddington
Middlesex TW11 0AR
 +44 (0) 20 8973 1700

 membership@marketingsociety.co.uk

 www.marketing-society.org.uk
blog.marketing-soc.org.uk
@TheMarketingSoc

7


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.

“

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.
brand building,
Watch as
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

Demographics

Specialisms
• 2,722 marketing and communications
professionals were surveyed between
Account Management
March and April 2011 Brand Management
Business Development
Category/Trade Management
• 57% of respondents were female and Creative
43% male CRM/Segmentation
Digital
Direct Marketing

Demograhics
• 82% were employed on a permanent Event/Sponsorship
basis, 7% on a contractor basis, 6% on Investment Communications
Marketing Communications
a freelance, interim or temporary basis PR
and 5% were unemployed Product Management
Research & Analysis
Other
• All industry sectors were represented. 0% 5% 10% 15% 20% 25%
The top three were finance and banking
(16%), business services & B2B (13%),
and consumer goods (7%)

• All specialisms within the marketing mix
were represented, the majority being
within marketing communications (25%)

• Respondents were from across the Industry sector representation
UK, with the majority based in Central
London (44%), Greater London (13%) Business Services & B2B
Consumer Goods
and the South East (13%) Agency
Energy & Utilities
5015
4510
40 5
35 0
30
25
20

• 86% of respondents were of Finance & Banking
FMCG
management level or above IT & Software
Leisure & Travel
• 67% of respondents were graduates Media
Digital
(with 17% of post-graduate level) and Not for Profit
18% held a CIM qualification Pharmaceuticals

Professional Services
Public Sector
Retail
Telecommunications
Other
0% 5% 10% 15% 20%

11


Length of Tenure

Time in profession 2% Less than 1 year 7% 1-3 years

• Over 23% of respondents have been 3% More than 25 years
17% 3-6 years
in the marketing and communications
profession 15 to 25 years and longer
25% 6-10 years
7% 20-25 years
• 77% of respondents see their future
within a marketing career
Length of Tenure

• 46% of respondents anticipate a job
change within the next 12 months with
13% 15-20 years
one third of permanent staff stating they
had no appetite for change 26% 10-15 years

Time in current role – permanent Less than
1 year
• For permanently employed
respondents, one third have been in 1-2

their current role for less than a year
(compared to 27% in 2010) and 20% 2-3 5015
4510
40 5
35 0
30
25
20

have been in their current role between
1 and 2 years (compared to 33% in 3-5
2010)
5-10
• Only 36% have been in their current
More than
roles between 1 and 3 years (compared
10 years
to 56% in 2010 and 39% in 2007).

36% have also been in their current role 0% 10% 20% 30% 40% 50%
between 2 and 5 years (compared to
35% in 2010 and 21% in 2007)
2011 2010 2007

Length of Tenure

Time in current role
Less than
– non permanent 2 months

• 28% of contractors (compared to 24%
in 2010) and 35% of freelancers, interim 2-3 mths
and temporary professionals have been
in their current position for one year or
more 3-6 mths

Length of Tenure
6-9 mths

9-12 mths

12-18 mths

18-24 mths

More than
2 years

0% 5% 10% 15% 20% 25%

2011 Contract

2011 Freelance/Interim/Temp

2010 Contract

2010 Freelance/Interim/Temp

13


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%
Length of Tenure

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%)

Current Employment

The working week Number of hours worked per week

• 44% of respondents work over 45 hours 1% 10-20 hours
1% Less than 10 hours
a week with 52% being management
3% More that 60 hours 2% 20-30 hours
level or above
3% 30-35 hours
14% 50-60 hours
• 57% of permanently employed
males work over 45 hours a week, in
comparison to 40% of females

Current Employment
• 71% of respondents would recommend
their current employer to a friend
49% 35-45 hours
27% 45-50 hours

Job security
Very Secure
• 86% of all permanent respondents
rated their job security as secure or Secure
very secure, in comparison to 53% of
contractors Insecure 5015
4510
40 5
35 0
30
25
20

• 14% of permanently employed Very Insecure
respondents rated their current role
and job security as insecure and very
0% 10% 20% 30% 40% 50% 60% 70%
insecure
Permanent Contract Freelance/Interim/Temp
• 47% of contractors and 67% of
freelance, interim and temporary

professionals rated their job security as
insecure and very insecure

15


“
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
£58,946 in 2010, up
rose to
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.

Career Motivators

Drivers for moving 2011

• The top three reasons for moving Career development 20%
employer were career development
More challenging/interesting work 15%
(20%), more challenging/interesting
work (15%) and a higher salary (13%). Higher salary 13%
These findings are consistent with
previous findings over the last four

Career Motivators
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

Salary expectations
Yes, up to 5%
professionals expect a raise over the next Yes, between 5-10%
12 months with 69% expecting a raise of
up to 10%
Yes, between 10-20%

• 53% of contractors and 46% of freelance,
Yes, more than 20%
interim and temporary professionals
expect a raise during the next 12 months
with the majority expecting between a 5 No

and 10% increase
0% 10% 20% 30% 40% 50% 60% 70%

Permanent Contract Freelance/Interim/Temp

17


Career Motivators

Acceptable salary increase
0%
for next role
1-5%
• 59% of respondents identified an
acceptable salary increase for a new
role was between 5 and 15%, down 5-10%
10% from 2007 and 2010, showing
expectations have reduced this year – 10-15%
Career Motivators

a reflection of the economic climate
15-20%
• However, the % of respondents that
perceive an acceptable salary increase
20-25%
for a new external role between 15 and
25% has increased slightly by 2% to
25-30%
27% in comparison to 2007 and 2010
30% or
more

0% 5% 10% 15% 20% 25% 30% 35% 40%

2011 2010 2007

Career Motivators

Average salaries by region South
West
• Surprisingly, average salaries for London
Managers in Central London were (Greater)
less than other regions across the London
UK. Employers in the South East pay (Central)
on average £10k more per annum
than in Central London for marketing South East

Career Motivators
and communications professionals at
Manager level Scotland

• Average salaries for Director level North West
positions were highest in London
and the South East, followed closely East Anglia
by Scotland
Yorkshire &
• Central London and Scotland were top Humberside

of the list for average salaries at Head of
Midlands
level positions

North East

£30k £40k £50k £60k £70k £80k £90k £100k £110k

Average Salary DIrector

Average Salary Head of

Average Salary Manager

19


Headcount

Department changes Department growth potential

• Respondents indicated that almost 40%
of marketing departments increased in 4% Not applicable
size over the past 12 months and 20% 39% Increased
3% Not sure
decreased (mostly due to redundancy
and company restructuring procedures)

• 34% of respondents stated there had
Headcount

been no department changes during 20% Decreased
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 34% Remained the same
next 12 months

professionals indicated there were
plans within the companies that they
work for to expand into emerging
markets this year

Job Search Channels

How current role was found Advertising (online)
Advertising (print)
• Over 40% of respondents found their
Direct approach
current role through a recruitment
consultancy or headhunter. This is a Internal promotion

reduction of 6% from 2010 Personal contact
Professional network
• Triple the number of respondents used Recruitment consultancy/
online advertising over print advertising

Job Search Channels
headhunter
to find their current role, however, only Social network

17% used advertising sources overall Other

0% 10% 20% 30% 40% 50%
• 28% of respondents used a direct
approach or personal, social and 2011 2010
professional contacts to secure their
current role. This is an increase of 3%
from 2010

• The social network remains a negligible
recruitment channel

.

21


Reward

Benefits received Permanent

• The top four benefits received for
permanently employed professionals 10% Other
were 25 days holiday or more (84%),
84% 25 days
a company pension scheme (76%), 27% holiday or more
an annual bonus scheme (70%) and Share incentive/EMI

insurance cover (60%)
60% Insurance
Reward

(PMI/death in service/
• More than two thirds of contractors life insurance)
and over half of freelance, interim and 70% Annual bonus
38% Flexible working scheme
temporary professionals received
(home working/flexitime)
benefits in addition to their day rate/pro
rata salary 35% Car/car allowance
32% Flexible benefits

76% Company pension scheme

Reward

Benefits received cont’d Contract

• The top four benefits for contractors
were 25 days holiday or more (55%),
flexible working (30%), an annual 37% Other
bonus scheme (25%) and a company 55% 25 days
pension scheme (25%) holiday or more

5%
• The top four benefits for freelance,

Reward
Share incentive/EMI
were flexible working (40%), 25 days 23% Insurance
(PMI/death in service/ 25% Annual bonus
holiday or more (29%), a company life insurance) scheme
pension scheme (14%) and flexible
30% Flexible working 9% Car/car allowance
benefits (11%)
(home working/flexitime)

• Respondents indicated that in addition 15% Flexible benefits
to the benefits highlighted in the chart to 25% Company
pension scheme
the right, additional corporate incentives
and reward schemes were in place
for 37% of permanently employed
professionals, 20% of contractors
Freelance/Interim/Temp
and 13% of freelance, interim and
temporary professionals.

29% 25 days
52% Other holiday or more

10% Annual bonus
scheme

10% Car/car allowance

14% Company

6% Share incentive/EMI
pension scheme

8% Insurance 11% Flexible benefits
(PMI/death in service
/life insurance) 40% Flexible working (home
working/flexitime)

23


Reward

Benefits assessment 25 Days
Holiday

• The top three benefits that respondents Company
felt were vital are the same as those Pension
Scheme
currently received by those permanently
Flexible
employed – 25 days holiday or more Working
(69%), a company pension scheme
0% 10% 20% 30% 40% 50% 60% 70%
(45%) and an annual bonus (38%)
Reward

• In comparison, the top three benefits 2011 2010 2007
that contractors felt were vital were 25
days holiday or more (64%), a company
pension scheme (28%) and flexible
working (22%)

• 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

“
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


Bonus Trends

Bonus received Permanent Contract Freelance/Interim/Temp

• 64% of permanently employed 64% Yes 27% Yes 25% Yes

professionals, 27% of contractors and
25% of freelance, interim and temporary
36% No 73% No 75% No
professionals received a bonus last
year. A decrease of 3% from 2010 for
those permanently employed and over
Bonus Trends

10% for contractors, and freelance,

• 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 2007

• 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

Bonus Trends

Bonus received cont’d

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

Bonus Trends
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.

27

“

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

Bonus Trends

Male and female bonus level Male
as % of annual income
1% 60-70% bonus 1% 70-85% bonus
• 82% of females received a bonus of
1.5% 50-60% bonus 2% 85-100% bonus
less than 20% of their annual salary in
1.5% More than
comparison to 68% of males 3% 40-50% bonus 100% bonus

6% 30-40% bonus
• 16% of males received a bonus

Bonus Trends
between 20-30% of their annual salary
in comparison to 9% of females 16% 20-30% bonus
32% 0-10% bonus

• Only 7% of males received a bonus of
50% or more, however, this was double
the amount of females
36% 10-20% bonus

Female

0.5% 60-70% bonus
1% 50-60% bonus
0.5% 70-85% bonus
2% 40-50% bonus
0.5% 85-100% bonus
4% 30-40% bonus
0.5% More than
9% 20-30% bonus 100% bonus

49% 0-10% bonus

33% 10-20% bonus

29


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
Bonus Trends

& 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%

Key
0-10% 20-30% 40-50% 60-70% 85-100%
10-20% 30-40% 50-60% 70-85% More than 100%

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


What you
said
Some companies use an
economic downturn to justify
lower salaries and this doesn’t
help the economy grow.

Marketing departments have
What you said

taken a big hit in terms of pay
and staff morale over the last
two years. Employers that do little Internal communications
to redress the balance risk losing salaries are trending upwards.
their top talent to competitors. There is more demand for
communicators with integrated
Branding is extremely important in the
communications and business
current economy where people buy
strategy experience.
more based on feelings rather than
facts. Investors are seeing this trend
too, which means that the future is
golden for talented marketing people.

It is the beginning of the end for Salaries for marketing roles
traditional marketing comms. have been fairly stagnant in
Marketing is now integrated with the last two years, but the
digital media and Internet/web scope of roles is often more
communications with social media demanding than previously.
playing an important role.

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
Not-for-profit sector seems to be the recruitment market again. Similarly the number of
maintaining/slightly-increasing. candidates in the markets appears to have increased.

With the growth of digital and
social media existing resources Getting a good media profile
get more and more stretched. in social as well as traditional
Many marketing departments media/a good reputation will
have the same staffing structure be even more important for
but increased demands. companies tomorrow.

What you said
Digital is definitely a big trend
Skills in digital marketing are
and there is a gap between

essential now for progression
demand and the offer, therefore
within a marketing career, as
professionals with the know-
well as an understanding of
how in this area are on demand
the marketing metrics.
and in a position to negotiate.
33


“
Just 27% of marketing
professionals would consider
quitting their job for a chance to
take part in The Apprentice.

Salaries by Sector
& Market Insight


Agency
Percentage of annual bonus
received by sample
Job Title Annual Salary Day Rate

Min Max Min Max 34% received 10-20%

Group Account Director £70k £100k £300 £500

Account Director £50k £80k £250 £350
2% received 85-100%
Senior Account Manager £35k £50k £200 £250

Account Manager £30k £45k £150 £200 2% received more
Agency

than 100%
Account Executive £23k £30k £125 £150

Assistant £18k £25k £100 £125 57% received 0-10%

Graduate £18k £20k N/A N/A

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
3% received 30-40%
demand for Account Directors to remain high well into 2012.

Business Services & Business to Business (B2B)
received by sample


Director £70k £120k £400 £800
0.5% received 50-60%
Head of £60k £90k £300 £400
1% received 60-70%
Senior Manager £50k £60k £250 £300
0.5% received 85-100%
Manager £40k £60k £175 £250

Business Services & Business to Business (B2B)
Executive £25k £35k £125 £175 1% received more
than 100%
Assistant £22k £27k £100 £150
45% received 0-10%


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 2010.

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 2011. Clients are open to industry experience and favour skills more
than specific sector expertise, though most do demand B2B expertise rather 1% received 40-50%
than Business to Consumer (B2C).

Notably there have been more new senior positions at Head of and Director 5% received 30-40%

level than 2010 suggesting increased investment in marketing resource within

the B2B sector. 36% received 10-20%

37


Consumer Goods
received by sample


Director £90k £140k £400 £800

Head of £70k £90k £300 £400
2% received 50-60%

Manager £40k £70k £150 £250 1% received 85-100%
Consumer Goods

Executive £28k £35k £125 £150




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 1% received 60-70%
product roles continue to be highly sought after along with consumer insight.

1% received 40-50%

9% received 30-40%

38% received 10-20%

Corporate Communications & Investor Relations
Bonus Comment

Bonuses have remained static across the
Min Max Min Max board, typically within a 10 – 50% range
Director £125k £275k £500 £500+ of salary, and are less tied to company
financial performance than in previous
Head of £85k £125k £350 £500
years when taking recent economic
Senior Manager £65k £80k £250 £350 circumstances into consideration.
Manager £45k £60k £180 £240
Salariy increases, however, have been

Corporate Communications & Investor Relations
commonplace in 2011.
Officer / Executive £35k £45k £140 £180

Assistant £30k £35k £120 £140

Graduate N/A N/A N/A N/A


In 2011, the demand for corporate corporate communications & investor
relations professionals has increased substantially from 2009 and 2010.
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.

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


“
Digital


If there is a consistent thread

Digital marketing has reached the
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
point where it’s a core business
Digital

recent recruitment trends
in marketing. driver for organisations, rather than a
Coming out of the recessionary useful addition to the marketing mix. Its
period, with UK Plc now needing to
invest in their marketing strategy to
differentiate themselves more than
diverse and rapidly evolving nature, at
ever, the need for digital expertise
has never been greater.
least quarterly changes in mobile, social,
Perhaps this can best be search, has meant that the demand
for marketers who provide not
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
only proven experience in the channel
75% of them are newly defined
positions within all organisations. but the drive to keep up to date with
It is quite clear that if 2011 has
been the beginning of a marketing the developments, able to adopt them
at an all time
led recovery that this is largely
underpinned by the at the right time is
digital revolution.

high. Unfortunately the pool available is

So much so, that we have adapted
our own business to ensure that
we can cater for this level of reasonably small, driving wage inflation and
demand by boosting headcount in
our specialist Digital practice. also demand for robust training.
Scott Gallacher
Director, Aston Group

Bonus Comment

Bonus potential for individuals driving
Min Max Min Max tangible commercial results is highly
Director £80k £120k £400 £1,000 attractive, with Senior Manager acquisition
positions earning up to 30% bonus and
Head of £70k £90k £300 £500
Director and Department Heads earning
Senior Manager £45k £70k £250 £400 up to 40 – 50%. Potential bonus earnings
Manager £35k £50k £200 £275 for usability and conversion specialists,

Digital
driving sales through web traffic
Executive £26k £30k £125 £200
conversion, are not far behind this either
Assistant £18k £22k £100 £150 right now.
Graduate £18k £20k £80 £110

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 Content and Social Media Manager
Head of Online Acquisition Traffic Manager
Head of Digital Engagement Head of PPC
Cloud e-Commerce Manager Cloud Marketing Technician
SEM Manager 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


Energy & Utilities
received by sample


Director £90k £150k £500 £1,000

Head of £70k £90k £300 £500
5% received 40-50%

Manager £40k £60k £200 £250 5% received 50-60%
Energy & Utilities

Executive £30k £40k £125 £175




The number of roles within the energy and utilities sectors has increased by
around 19% compared to the same period in 2010.

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 29% received 10-20%
businesses such as telecommunications and financial services – these
movements across sectors are not uncommon and key players in the market 5% received 30-40%
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.

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