{"id":84834,"date":"2026-07-15T15:07:42","date_gmt":"2026-07-15T13:07:42","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=84834"},"modified":"2026-07-15T15:07:42","modified_gmt":"2026-07-15T13:07:42","slug":"iligo-accompagne-ludecam-dans-la-2%e1%b5%89-edition-de-son-barometre","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/iligo-accompagne-ludecam-dans-la-2%e1%b5%89-edition-de-son-barometre\/","title":{"rendered":"iligo\u00a0accompagne l\u2019UDECAM dans la 2\u1d49\u00a0\u00e9dition de son barom\u00e8tre"},"content":{"rendered":"
Regard crois\u00e9 sur les m\u00e9tiers en agence m\u00e9dia :\u00a0<\/span><\/b><\/h5>\n
iligo\u00a0accompagne l\u2019UDECAM dans la 2<\/span><\/b>\u1d49<\/span><\/b>\u00a0\u00e9dition de son barom\u00e8tre<\/span><\/b>\u00a0<\/span><\/h5>\n

\u00a0<\/span><\/p>\n

Comment les \u00e9tudiants per\u00e7oivent-ils les m\u00e9tiers en agence m\u00e9dia ? Leur vision correspond-elle \u00e0 la r\u00e9alit\u00e9 v\u00e9cue par les professionnels ?\u00a0<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Pour r\u00e9pondre \u00e0 ces questions,\u00a0iligo\u00a0a r\u00e9alis\u00e9 pour l\u2019UDECAM la deuxi\u00e8me \u00e9dition de son Barom\u00e8tre sur l\u2019attractivit\u00e9 des m\u00e9tiers en agence m\u00e9dia.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Men\u00e9e en mars-avril 2026 aupr\u00e8s de 610 collaborateurs en agences m\u00e9dia et de 211 \u00e9tudiants en communication et publicit\u00e9, cette \u00e9tude compare pour la premi\u00e8re fois les perceptions de ceux qui envisagent ces m\u00e9tiers avec l’exp\u00e9rience de ceux qui les exercent d\u00e9j\u00e0.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

L’enqu\u00eate met en \u00e9vidence\u00a0une vision plut\u00f4t th\u00e9orique de ces m\u00e9tiers chez les \u00e9tudiants\u00a0: si 77% des \u00e9tudiants estiment conna\u00eetre les agences m\u00e9dia, seuls 7% consid\u00e8rent en avoir une tr\u00e8s bonne connaissance. Cette visibilit\u00e9 encore partielle se retrouve chez les professionnels, puisque 69% d’entre eux d\u00e9clarent qu’ils ne connaissaient pas les agences m\u00e9dia avant d’y faire carri\u00e8re. Les \u00e9tablissements d’enseignement apparaissent comme un acteur cl\u00e9 de cette d\u00e9couverte : 74% des \u00e9tudiants indiquent avoir d\u00e9couvert ces m\u00e9tiers gr\u00e2ce \u00e0 leur \u00e9cole, tandis que pr\u00e8s de 60% des collaborateurs ont int\u00e9gr\u00e9 le secteur gr\u00e2ce \u00e0 un stage ou une alternance.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

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L’\u00e9tude r\u00e9v\u00e8le \u00e9galement une forte coh\u00e9rence entre les aspirations des \u00e9tudiants et l’exp\u00e9rience des professionnels. Les futurs dipl\u00f4m\u00e9s recherchent avant tout la diversit\u00e9 des projets (97%), une bonne ambiance de travail (96%) et des opportunit\u00e9s d’apprentissage rapide (95%).\u00a0<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

TOP 3 DES MOTIVATIONS DES ETUDIANTS POUR TRAVAILLER EN AGENCE MEDIA<\/span><\/b>\u00a0<\/span><\/h4>\n

\"\"\u00a0<\/span><\/p>\n

Des attentes qui font \u00e9cho aux principaux moteurs de satisfaction exprim\u00e9s par les collaborateurs : l’autonomie (96%), l’ambiance de travail (89%) et les diff\u00e9rentes missions confi\u00e9es (87%)<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Cette ad\u00e9quation se traduit par un niveau d’engagement \u00e9lev\u00e9 des talents en poste : 93% d\u00e9clarent aimer leur m\u00e9tier, 80% sont fiers de travailler en agence m\u00e9dia et 68% n’envisagent pas de quitter leur agence \u00e0 court terme.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

\"\"<\/span><\/p>\n

 <\/p>\n

Au-del\u00e0 de ces constats, le barom\u00e8tre met en lumi\u00e8re plusieurs enjeux qui fa\u00e7onneront l’attractivit\u00e9 du secteur dans les prochaines ann\u00e9es. La r\u00e9mun\u00e9ration demeure un point d’attention majeur, notamment aupr\u00e8s des \u00e9tudiants, tandis que l’intelligence artificielle s’impose comme un sujet structurant : 86% des professionnels estiment qu’elle transforme d\u00e9j\u00e0 leur m\u00e9tier, 72% la consid\u00e8rent comme un enjeu majeur pour son \u00e9volution et 64% pensent que les agences sauront s’adapter aux nouveaux usages et aux comp\u00e9tences de demain.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Enfin, les engagements responsables contribuent \u00e9galement \u00e0 l’image du secteur. 72% des \u00e9tudiants d\u00e9clarent qu’une politique RSE renforce leur int\u00e9r\u00eat pour une agence, tandis que les professionnels identifient comme priorit\u00e9s la r\u00e9duction de l’empreinte environnementale des campagnes (67%) et la lutte contre la d\u00e9sinformation (62%).<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Cette deuxi\u00e8me \u00e9dition du Barom\u00e8tre UDECAM confirme que les agences m\u00e9dia disposent de nombreux\u00a0atouts pour attirer les nouvelles g\u00e9n\u00e9rations\u00a0mais\u00a0souligne \u00e9galement l’importance de renforcer les passerelles entre les \u00e9coles et les agences afin de faire d\u00e9couvrir plus largement des m\u00e9tiers encore insuffisamment connus.\u00a0<\/strong><\/p>\n

\u00a0<\/span><\/p>\n

 <\/p>\n

M\u00e9thodologie du barom\u00e8tre\u00a0<\/span><\/b>\u00a0<\/span><\/h4>\n

Barom\u00e8tre r\u00e9alis\u00e9 par\u00a0iligo\u00a0pour l’UDECAM entre mars et\u00a0avril 2026, aupr\u00e8s de deux cibles : 211 \u00e9tudiants d’\u00e9coles de communication et de publicit\u00e9, et 610 talents en poste en agence m\u00e9dia. Questionnaire en ligne de 10 minutes.<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

Contact<\/h4>\n

Hortense BRIERE<\/p>\n

hortense.briere@iligo.fr<\/p>\n

\u00a0<\/span><\/p>\n

Pour aller plus loin\u202f<\/span><\/b>\u00a0<\/span><\/h4>\n

Retrouvez l’article complet de l\u2019UDECAM\u202f :\u00a0<\/span>\u00a0<\/span><\/p>\n

https:\/\/www.udecam.fr\/2026\/07\/03\/ludecam-publie-les-resultats-de-son-2e-barometre-sur-lattractivite-des-metiers-en-agence-media\/<\/span><\/a>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

D\u00e9couvrez l\u2019article de\u00a0The Media Leader :\u00a0<\/span>\u00a0<\/span><\/p>\n

https:\/\/fr.themedialeader.com\/attractivite-des-metiers-en-agence-media-les-etudiants-seduits-mais-prudents-les-talents-fideles-mais-inquiets-face-a-lia\/<\/span><\/a>\u00a0<\/span><\/p>\n

 <\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

Regard crois\u00e9 sur les m\u00e9tiers en agence m\u00e9dia :\u00a0 iligo\u00a0accompagne l\u2019UDECAM dans la 2\u1d49\u00a0\u00e9dition de son barom\u00e8tre\u00a0 \u00a0 Comment les \u00e9tudiants per\u00e7oivent-ils les m\u00e9tiers en agence m\u00e9dia ? Leur vision correspond-elle \u00e0 la r\u00e9alit\u00e9 v\u00e9cue […]<\/p>\n","protected":false},"author":6,"featured_media":84838,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,662,316],"tags":[],"class_list":["post-84834","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-barometres","category-etudes"],"yoast_head":"\niligo - Research Agency | iligo\u00a0accompagne l\u2019UDECAM dans la 2\u1d49\u00a0\u00e9dition de son barom\u00e8tre<\/title>\n<meta name=\"description\" content=\"Regard crois\u00e9 sur les m\u00e9tiers en agence m\u00e9dia :\u00a0 iligo\u00a0accompagne l\u2019UDECAM dans la 2\u1d49\u00a0\u00e9dition de son barom\u00e8tre\u00a0 \u00a0 Comment les \u00e9tudiants per\u00e7oivent-ils les\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.iligo.fr\/en\/iligo-accompagne-ludecam-dans-la-2\u1d49-edition-de-son-barometre\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"iligo - 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