In September 2022, for the second year running, IAPI, in partnership with our Creative is Native partners The Irish Times sought the opinions of creative professionals working in the advertising and marketing sector.
The aim? To gain an understanding of how creative professionals in the commercial creativity and communications industry in Ireland are feeling about a number of issues, which include the quality of work being produced, to how they feel about working in Ireland right now and whether living here influences their creativity
The results of IAPI’s 2022 Creative Influence survey are finally in. A summarised version can be found in this article on The Irish Times online, along with an interview with IAPI President Sean Hynes. The full report can be downloaded here, and with 224 responses in total, voices and opinions have been heard from all echelons of the industry, such as PR and communications agencies, full service creative advertising agencies, events and experiential agencies, and in-house creative teams.
We heard from senior creatives, creative directors, executive creative directors, and mid-level and junior creatives from numerous parts of the industry.
“What really comes across is a call from creative communities for braver clients. They are saying that if clients are braver, we as a creative community won’t be found wanting,” says Sean Hynes, IAPI President and Co Founder of Bonfire.
It isn’t about more money, it’s about being less conservative, he says, adding that “Consequently, there is now a job of work to be done in the industry to show more clearly that great creative work definitely delivers greater result.”
You can read the full interview with Sean Hynes here>>
Although humour tops the polls once again as Ireland’s No.1 cultural characteristic that stimulates Irish creativity, there is some debate on how well this is used or, whether it is being used in the right way within commercial creativity.
Irish audiences “have a hunger for our traditional humour”, says Hynes. But humour is tricky because once you’ve heard a joke, “it’s over”, he explains.
Done well, it can be evergreen, says Hynes, citing Guinness’ iconic ‘Anticipation’ advert of the 1990s, which featured the dancing man, by way of example. “It’s humour, but not a joke,” he says.
This year, our progressive society comes second in the ranking, and again, respondents believe that brand advertising should lean more into contemporary aspects of Ireland today.
Discover all of the insights from IAPI’s 2022 Ireland’s Creative Influence survey here.
