BBH and Wieden + Kennedy are the UK's two top creative shops in terms of career ambitions, according to a survey of young British agency toilers. BBH was nominated by 21% of respondents, W+K by 13%.

The survey, published Friday by the Institute of Practitioners in Advertising's 44 Club, examines the perspectives of the agency business held by staff who have worked in the field for less than six years.

Also mentioned as objects of career desire were Mother (9%), Saatchi & Saatchi (8%), Fallon (7%), AMV.BBDO and DDB London (both 6%), and TBWA (5%). Thirteen per cent did not express a particular preference.

On the media agency front, Mindshare topped the pops for 19% of the 276-strong survey sample. MediaCom followed with 16%, trailed by Carat (7%) and Naked (5%).

Of the survey's respondents …
  • 82% had been in the industry less than four years
  • 43% work in creative agencies
  • 36% work in media agencies
  • 15% work in a direct marketing or integrated agency
  • 45% work in account management
  • 22% work in media planning buying
Respondents were attracted to the ad industry because it is seen as young, vibrant, fast paced - "and because they wanted to be involved in a creative field that played a significant role in shaping people's lives".

Asked about individual role models, the most frequently mentioned names were Sir Martin Sorrell, Jeremy Bullmore, Trevor Beattie, Garry Lace and John Hegarty.

Specific mention was also made of females such as Helen Calcraft, who have carved out a career in a male dominated environment where work/life balance is difficult.

Among other key findings ...
  • 37% of respondents are unhappy about the long hours culture and the stress of unrealistic workloads. Socialising is seen as important.

  • On pay, 66% of respondents indicated they are unhappy about their levels of remuneration. Pay was not cited as a motivating factor to join the industry.

  • 69% of respondents feel very or slightly connected with senior management.

  • In terms of their immediate boss, the majority of respondents indicated a high performance rating.

  • 22% of respondents indicated they had been the victim of bullying at work.

  • Overall, 75% of the sample claimed to be very or slightly happy. This was highest among those respondents who had been in the industry less than two years indicating there is a 'honeymoon period'.

  • 41% of respondents indicated they had a clearly defined career path and this group scored highly in the 'happy' rating.

  • 36% of respondents indicated they expected to still be in the industry in ten years time. 21% did not.

  • 41% of respondents felt the industry was less respected than fifteen years ago.

  • 40% of respondents believed advertising is becoming more important to clients.

  • 72% of respondents remain excited about the industry's long term prospects.
To view a free downloadable .pdf of the complete survey, click here.

Data sourced from Institute of Practitioners in Advertising; additional content by WARC staff