The Institute of Advertising Practitioners in Ireland (IAPI) is the trade body representing advertising agencies across the spectrum: creative, media planning and buying, digital and full service.
Every year we commission Amárach Research to conduct a survey of our members to capture key industry data. The research also captured insights and forecasts from senior stakeholders in member organisations on trends within the industry.
There is no other survey of ad-land as robust as this – we had a 87% completion rate. See all the agencies who participated here.
We’re growing but we’re just as restless as ever.
Employment in IAPI member agencies is up 3% this year to 1,830. But within this number is a story of coming and going, with 463 people being hired and 278 moving job.
Millennials have taken over.
Approximately 64% of the industry are aged between 21 and 35. And as this number grows, the amount of over 50s continues to decline.
The higher women climb, the more imbalanced things become.
Although women make up 52% of our industry, they only represent 20% of board level positions. In 2015 that figure was 18%, and in 2013 it was 13%, so things are (very slowly) getting better.
Positive changes continue for expectant parents.
Since last year, there’s been a 12% increase in agencies paying maternity leave, and a 12% increase in agencies paying paternity leave.
We’re more optimistic about our own agencies future, than we are about the industry as a whole.
58% of agencies predict industry growth for 2017. Compared to 74% in 2016 and 86% in 2015, that’s quite a drop in optimism. That said 74% of agencies predict growth in their own agencies.
We have an opportunity to offer more services to existing clients.
The increased market dynamic means there are more new business opportunities out there. We are also finding increased opportunities to develop new business lines with existing clients.