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Alliance of Independent Agencies launches research study into wellbeing in the marcomms sector

The Alliance of Independent Agencies, in partnership with Opinium, today launches a market research study into mental wellbeing in the marcoms sector. 

The study, which is open for two weeks, is open to both independents and network agencies of any size, discipline or structure, as well as to freelancers who work within the sector. 

Aim of the research

The aim of the research is to provide insight into attitudes and feelings towards wellbeing at this moment in time, whilst also looking forward to attitudes around returning to the workplace following the easing of lockdown restrictions. 

The survey should take no more than 15 minutes to complete, with all responses completely anonymous. You can complete the survey here (Please make sure you copy the link above directly, please don’t click it and then copy that link from a browser as this creates an individual link and if that is shared people will be unable to complete the survey.)

In order to get as much value as possible from the survey, we are calling on those within agencies to complete the survey and encourage others to take part too.

Warwick-Edinburgh Mental Wellbeing Scale

The survey uses the Warwick-Edinburgh Mental Wellbeing Scale (WEMWBS), a 14-point scale which has five response categories, summed to provide a single overall wellbeing score. All responses gathered will remain completely anonymous, and any information which could be used to identify individuals within organisations will be anonymised. You can find out more about the scale here.

Findings and next steps 

The findings of the survey will be shared back with agencies in order to help support their own initiatives, as well as to showcase the wider view of the marcomms industry. If enough data is collected on individual agencies, we will also be sharing back bespoke one-page summaries to agencies, for them to use as they wish. These results will be at an aggregate level only and can only be provided if enough people from that agency respond to the survey. Individual responses to the survey will not be shared with agencies at any point. 

In addition, the Alliance will use the research to feed into their wellbeing programme for the rest of the year, as well as assisting in the development of the 2021 Festival of Happiness. 

These findings are important to the development of our industry and those within it, and will therefore be accessible by all. 

You can access the survey here.

For more information, please contact Alexandra Stamp, Wellbeing Chair for The Alliance of Independent Agencies on

For information on the survey, or any aspect of the data collection, reach out to Sophie Holland, Research Manager at Opinium on 

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