The campaign highlights a new report from the IPA entitled 'Age in Advertising', which has been published in reaction to the recent European legislation on ageism that came into effect on October 1.
The report uses qualitative and quantative data and evidence that reveals many advertising employees feel strongly that the current age bias is detrimental to the industry.
Evidence from the report also highlights the view that "older people are not always as technologically astute as younger people, nor are they so willing to put in the extra hours in the evenings and at weekends".
These negatives are generally counteracted by "the breadth of experience and emotional intelligence of older people", according to the report.
The results state that 72% of respondents to the survey agree that agencies risk becoming out of touch to what appeals to older consumers, with 40% agreeing strongly that average age in agencies can affect this.
A following 58% of respondents agree that the churn of employees tends to lead to churn in brand campaigns and positioning, which is detrimental for customers and clients' business, with 34% agreeing strongly with the proposition.
Along with this, 47% of the survey's respondents agreed that agencies risk not attracting young talent as careers are perceived to be short lived.
Hamish Pringle, IPA director general, said: "Adland is way out of line in terms of age. For a range of reasons -- burn-out, work and life balance, pressure on agency payrolls -- agencies shed the over-40s relentlessly. This results in a massive loss of valuable experience and is a real cost to clients."
The IPA's Agency Census 2005, published in January, found that 48.1% of employees were aged 30 or under, with another 33.4% in the 31-40 age bracket -- meaning more than four out of every five agency staff are aged 40 or under. The average age for agency employees is 33; only 13.6% are 41 to 50, with a mere 5% over 50.
This is in contrast to data from the National Office of Statistics, which points out that almost one in three of the UK workforce will be over 50 years old in the year 2020.
The IPA survey was conducted through a web-based questionnaire, which was sent to senior employees in the body's member agencies, spanning heads of account management, planning, creative, creative services and human resource departments. The survey was conducted during September 2006, with just under 100 member replies.
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