Ireland’s global creative influence took centre stage at the Cannes Lions International Festival of Creativity on Monday, as Iapi hosted a compelling panel discussion titled How Irish Talent is Shaping Global Brands from the Inside Out. The event, held on the Little Black Book Beach, drew an audience of industry professionals eager to explore how Irish-born and Ireland-based talent is shaping some of the world’s most iconic brands and campaigns.
Moderated by Siobhán Masterson, Iapi CEO, the panel featured five high-profile Irish creatives and strategists who exemplify Ireland’s impact on the global marketing landscape. Each speaker shared personal insights into how Irish values, cultural fluency, and creative bravery continue to influence their work at the highest international levels.
“Ireland is no longer an emerging creative market – we are a recognised global force. The role of Iapi is to ensure there are enough incentives available for our agencies so they can continue to foster world-class thinking, resilience and innovation,” said Masterson.
Among the panellists was Ronan Nulty, Executive Creative Director at Publicis Dublin, whose agency is nominated for the coveted Titanium Lion. He shared what it takes to deliver globally awarded work from Ireland – and how Ireland’s powerful storytelling talent is an invaluable asset.
Jennifer English, Global Brand Director of Johnnie Walker at Diageo, highlighted how Ireland can stay competitive in producing global-level talent – “For Ireland to stay competitive in an industry that is constantly changing, we need to be focused on education today – in key marketing disciplines like consumer insight, digital transformation and creativity and in building leaders who can adapt to these changes.”
Other panellists included Abi Moran (CEO, Folk VML and Iapi President), Mark Shanley (Executive Creative Director, adam&eve DDB), and Sinead Gill-Molony (Director, PR & Media Relations, Smurfit Westrock). Each offered distinct perspectives on the role of Irish creativity in driving strategic and commercial success for global brands – from working across various time zones to managing billion-dollar portfolios, and translating local insights into universal storytelling.
At the event’s conclusion, panellists were asked how Ireland can retain its world-class status. The consensus: continued investment in talent development, export of creative work (not just people), and stronger global collaboration rooted in local authenticity.
