As I begin my term, I'd like to set out my focus for the next two years as President of IAPI. While it will be challenging, IAPI aims to use what we have learned from the successes of other creative sectors and advocate for increased government recognition and investment.
I believe that IAPI is critical in highlighting the role of the ad industry in driving growth in Ireland. Warc recently stated that the Irish advertising sector contributes €1.7bn to the Irish economy. Yet only 16% of current business for Irish advertising agencies comes from international clients. The growth opportunity is enormous. When you compare this to our global counterparts, such as New Zealand, it prompts us to have a deeper sense of pride and ambition within the Irish advertising community in pursuing global work.
I believe that IAPI is critical in highlighting the role of the ad industry in driving growth in Ireland. Warc recently stated that the Irish advertising sector contributes €1.7bn to the Irish economy. Yet only 16% of current business for Irish advertising agencies comes from international clients. The growth opportunity is enormous. When you compare this to our global counterparts, such as New Zealand, it prompts us to have a deeper sense of pride and ambition within the Irish advertising community in pursuing global work.
Ireland excels across various creative sectors, such as film, animation, gaming, and fashion, underscoring a rich cultural heritage of creativity. I was at an AI conference recently, and we celebrated that "Ireland is hot right now." While we punch well above our weight in many creative fields, the perception of Irish creative prowess isn't consistently applied to our advertising industry.
Irish creative agencies have garnered international acclaim and won prestigious awards for their global campaigns, including Heineken by Publicis, Jameson by TBWA, and Lego by Droga 5, showcasing the depth of talent within Ireland.
This talent is further evidenced by the remarkable achievements of Irish advertising professionals: to name just a few, Rory Gallery has been named Global Planner of the Year and has won a Grand Prix at the Cannes Lions, while Mark Shanley and Paddy Treacy have been honoured with a Titanium Lion, one of the most esteemed awards in the advertising world.
Ireland's creative industries have outpaced all other EU Member States in growth from 2013 to 2017, especially in audiovisual activities. This surge reflects the sector's growing influence and potential. This progress underlines the capacity to drive substantial economic value and international acclaim.
Notably, the Irish film industry has seen remarkable growth, transitioning from a local to a global force. This evolution, powered by dedication, investment and the Film Relief tax credit, which only this week has been improved, with Michael McGrath stating it is intended to "strengthen both the Irish indigenous creative sector and lead to more international producers bringing productions to Ireland".
Alan Moloney recently said in an interview, "I don't think we've ever been in a better place, and it's only going to get stronger… It's moved from a cottage industry into a proper industry, and I think we have a meaningful business on our hands, and it's growing and developing all the time".
The gaming sector, in particular, has also begun to unlock its true potential. The inaugural NEXUS conference in Dublin, attended by 200 industry leaders, highlighted Ireland's growing stature in the gaming world. Discussions on the new Digital Games Tax Credit and Ireland's allure to international investors emphasised the country's ambition to become a global gaming hub and align with our broader objective to nurture an environment conducive to creativity, innovation, and economic growth.
Enterprise Ireland's dedication to the creative industries reflects the immense potential they see in us—the potential to attract international business, elevate our creative output, and assert ourselves on the global stage. And it's encouraging to see that the Programme for Government Digital
Creative Industries Roadmap 2024–26 now recognises the significant economic opportunity the creative industries present.
So my focus over the next two years, in close collaboration with Charley Stoney, CEO of IAPI and the stellar IAPI Board, is to amplify the Irish advertising industry's voice, advocating for a redefined perception of Ireland as a formidable player in global advertising. The tangible successes of the other creative fields, which have shown remarkable growth and international appeal, demonstrate what could be achieved.
IAPI aims to draw on the successes and learnings of other creative sectors and advocate for increased government recognition, investment and support. We plan to showcase Ireland as a centre of creative excellence and, in doing so, stimulate continued growth and innovation across all creative sectors, cementing Ireland's position on the international stage. Success will be when the Irish advertising industry is recognised and valued for its contribution to our economy and celebrated for its creativity, innovation and global impact.
