Fairley & Associates Gabriele Skelton On Pointe


We asked people who work within design or digital agencies to anonymously share their views on how it feels to work within their agencies right now.

The research was carried out online between 5-15 October 2010 by Rachel Fairley of Fairley & Associates, Professor Stephen Platt of University of Edinburgh and Dr Claudia Martin of Scottish Centre for Social Research, working in collaboration with Gabriele Skelton and On Pointe Marketing.

893 of a possible 11,352 people invited to participate did so (7.9%), all of whom are either clients or candidates of Gabriele Skelton. The sample size is larger than 2009.

The majority of questions were statements where respondents were asked for their point of view on how important an attribute was to them personally (very important, quite important, not important, not sure) and how well the agency they work for currently or most recently was performing in relation to each of the attributes (very well, quite well, not well, not sure).

About the participants:

Management function: 18.4% are owners, 5.9% are on the executive team, 17% are director level, 22.6% are managers, 36% are in non-management role.

Role: 57.7% are designers, 7.4% strategists, 13.8% work in account management, 6.8% in production, 4.1% new business/marketing, 1.8% human resources, with 8.4% classing their roles as being in other parts of their organisation.

Employment status: 69.4% of respondents are permanent employees; 26% are freelancers and 4.6% currently not working.

Length of service: 25.9% of participants have been with their employers for more than five years; 7.7% less than five years; 9.1% less than four years; 12.6% less than three years; 13.9% less than two years; 30.8% for less than a year.

Location: 94.2% are UK based; 5.8% work outide the UK. For the purposes of analysis we used only the responses of those based in the UK.

Age: the majority of respondents were aged 30-50 (43.7% aged 30-39 and 31.2% 40-49), 0.1% are under 18, 14.1% are 18-29 years old, 9.9% 50-59, 1.0% over 60.

Gender: three-fifths of the sample were male (59.8.5%) and two-fifths female (40.2%).