Images Of The Image Makers

Media and advertising images don’t just reflect society, they also influence it—and that makes the people behind those images worthy of investigation. Who are they? What do they think about their industry and businesses? What about their lifestyles and relationships? What are their interests? How diverse a population are they?

To find out, integrated marketing-communications agency Euro RSCG Worldwide teamed with Adweek and VNU Business Media to ask them. The resulting study reveals what image makers think about their jobs, their lifestyles, their relationships, the world at large and the technology that makes it hum. “Many people, including some insiders, have a somewhat jaded view of the image-making industries,” said Ron Berger, CEO of Euro RSCG in New York and chairman of the American Association of Advertising Agencies. “What this survey shows is that a lot of people working in these industries have values and priorities that run counter to the stereotypes. By and large, these are people who are concerned about the moral dimensions of their day-to-day business, as well as bigger issues.”

The online survey was open to members of the VNU database (including subscribers to Adweek, Brandweek, Mediaweek, The Hollywood Reporter and Billboard), the majority of whom work in advertising, marketing-services, interactive and PR agencies, brand consultancies and the music and film industries. The Image Maker Study sample was comprised of the 3,106 adults who completed the survey. The sample was 55 percent female, 45 percent male. The mean age was 39, with men slightly above that (41) and women slightly below (37). Nearly everyone in the sample (96 percent) was employed at the time of the survey; 3 percent were unemployed, and 0.5 percent were retired. Of the 88 percent of respondents who work in the U.S., 31 percent work in the Middle Atlantic states, most commonly New York, and 23 percent work in the Pacific states. Some 8 percent work outside the U.S. The overall sample size was 3,106. However, except for certain sets of questions, respondents were routed through one of three surveys as a result of the questionnaire’s length. The subsample sizes were still robust: 1,019, 1,040 and 1,047.

The survey was field online in June by Market Probe International. The release of findings is timed to coincide with Advertising Week—a celebration of the advertising industry that is taking place this week in New York. Advertising Week is an initiative of a number of organizations, including the 4A’s.