Redundancy is sweeping across the marketing and agency sectors, impacting not just junior staff but also senior and mid-level professionals. This trend is driven by economic challenges, business transformations, and consolidations. Recent high-profile layoffs include senior executives following the Omnicom/IPG merger, and Menulog’s CMO, Simon Cheng, among 120 others after the company’s closure in Australia.
Omnicom’s global CEO, John Wren, announced plans to shed 4,000 jobs by year’s end as part of the merger integration. Endeavour Group, Dentsu, and major media companies like Nine, Seven West Media, News Corp, and Southern Cross Media have also made significant cuts. The Australian HR Institute’s September 2025 outlook indicates a rise in redundancies, with 27% of employers planning cuts, a 3% increase from the previous quarter.
Industry-Wide Impact
The Advertising Council of Australia’s 2025 Salary Survey revealed a redundancy rate of 11%, significantly higher than the usual 5–7%. The Australian Bureau of Statistics reported a 1.9% annual retrenchment rate, equating to 268,000 individuals, with over 12% citing retrenchment as the reason for job loss. Meanwhile, AI is expected to further impact roles, with over 60% of employers anticipating reductions.
These statistics highlight the challenges faced by marketing professionals, making it increasingly difficult for experienced individuals to secure new positions. Recruiters note a shift in the job market, emphasizing the need for adaptability and lateral thinking.
Personal Stories of Resilience
Liana Dubois: Anticipating Change
Liana Dubois, a former executive at Nine, sensed her redundancy was imminent when management consultants entered the building. Despite her foresight, the emotional journey of leaving a 12-year tenure was tumultuous. Dubois describes the experience as a “squiggly line” of emotions, from sadness to anger.
Katie Dally: Shock and Adaptation
Katie Dally faced redundancy at Endeavour Group after surviving an initial round of cuts. The company’s strategic shift to an AI-powered production model led to further layoffs. Dally describes the experience as traumatic, likening it to the “five stages of grief” and emphasizing the importance of acknowledging and processing emotions.
Josh Slighting: Unexpected Departure
Josh Slighting was caught off guard by his redundancy from REA Group, a company he viewed as stable and successful. The decision to move roles offshore and strategic acquisitions in India contributed to his departure, leaving him questioning his professional identity and future direction.
Amy De Groot: A Familiar Challenge
Amy De Groot, who experienced redundancy twice in her career, was still shocked by her recent job loss at Cars24. Despite winning industry awards, she faced the challenge of redefining her professional identity and navigating a competitive job market.
Rebuilding Careers and Identities
Redundancy often triggers a crisis of identity, as professionals grapple with their sense of self and career direction. Dubois, for instance, realized her identity was not tied to her former employer but to her personal and professional values. This realization helped her transition to a new role as MD of Entertainment Partners ANZ.
For Dally, the experience highlighted the need to embrace emotions and resist the pressure to quickly “solution” out of them. She advises against rushing the process, emphasizing that recovery is not linear.
Slighting, too, learned the importance of defining his career goals and seeking targeted support from his network. He eventually secured a new role at Woolworths, set to begin in the New Year.
Strategies for Moving Forward
Each individual’s path forward is unique, shaped by financial circumstances, market conditions, and personal attitudes. De Groot found success by building a consulting business, leveraging her skills as a fractional CMO and marketing adviser. She emphasizes the importance of maintaining confidence and recognizing one’s value.
Dubois took a break to recover from burnout before re-engaging with her network and exploring new opportunities. Her proactive approach and clear career objectives helped her secure a new position.
Dally focused on her contributions at Endeavour Group, using her achievements to bolster her confidence. She eventually joined a startup, Manifest, as a board advisor, finding renewed energy and purpose in the dynamic environment.
These stories highlight the resilience and adaptability required to navigate redundancy. By reframing their skills and leveraging their networks, these professionals have turned challenges into opportunities, paving the way for new career paths.
