Irish creatives want brands to be braver. That’s the clear message from the latest survey of Ireland’s creative industry undertaken by IAPI, the representative body for Irish advertising agencies.
The survey takes the temperature of the commercial creative sector here each year, providing insights into how practitioners assess the landscape in which they operate.
The 2022 survey shows that creatives here believe working in a small, nimble country actually helps them to produce great creative work, with roughly one quarter of respondents saying that, in a small market, ads are still a point of discussion in society and so “can’t bore people”.
A similar proportion say that Ireland’s creatives can effect social change very quickly because it’s a small market, and so have a serious responsibility.
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Many believe the fact that there are so many agencies operating in a small market means their creative output needs to be excellent all the time. Equally, brands face similar competitive pressure to compete, and so need great creativity to stand out.
“The sector believes Irish culture helps stimulate commercial creativity, with our “irreverent sense of humour” scoring top marks”
The survey also drills into aspects of Irish culture which the sector believes helps stimulate commercial creativity, with our “irreverent sense of humour” scoring top marks. A willingness to make fun of ourselves, and the progressive nature of today’s Irish society, were both seen as significant contributing factors.
Some 60 per cent of respondents believe the quality of commercial creative work produced in Ireland is either ‘excellent’ or ‘good’ while 64 per cent are ‘proud’ or ‘very proud’ to be working in the sector right now.
However, the survey also identifies a number of factors which hamper creativity here.
These include small budgets and a general lack of resources, including time, to devote to the creative process.
But the poll topping factor that Irish creatives believe limits the production of great creative work here is “clients wanting to play it safe”. This was identified as the number one issue.
Respondents’ extended answers are revealing, including comments such as “There is a culture of fear client-side”, “Too often critical thinking is being outsourced to research and digital tools which invariably squeeze the soul out of work that would have cut through”, and “We have a very safe, client-led culture that produces a lot of boring, corporate wallpaper.”
According to IAPI president Seán Hynes, co-founder and creative director of Bonfire, this year’s survey results lay down a gauntlet to clients. “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 Hynes.
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.”
In his experience at the helm of one of the country’s award-winning creative agencies, he knows first hand the factors that work against great creative work. These include tight deadlines and executions created under time constraints, often to tie in with short term sales needs. “But really great campaigns are given much more breathing space,” he says.
“It is the sector’s “middle ground”, its mid-sized agencies, that are most imploring clients to be less conservative”
In retail advertising for example, there is a constant requirement for fast turnaround. “But really good creatives will work with retail clients to plan much of this in advance, so that the skin of the creative is there, and can flex as required very fast,” he explains.
The survey respondents’ extended answers also reveal how keen creatives here are to see more of Ireland’s culture in its advertising. “There is a call to see more of Ireland’s unique culture reflected, to be less international and less homogenous,” says Hynes.
“That’s because a campaign has a better chance of resonating at a more personal level with the audience you are talking to, if it reflects the culture they are living in.”
Irish audiences “have a hunger for our traditional humour”, he says. 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’ ground-breaking Anticipation advert of the 1990s, which featured the dancing man, by way of example. “It’s humour, but not a joke,” he says.
The fact that Irish agencies win international awards with increasing frequency is viewed as a positive within the industry.
“Our members are growing in confidence from seeing all the companies that are being successful internationally. Since 2018 Irish agencies have been winning at Cannes every year, for example. Prior to that we had one or two wins in total. Irish agencies are winning at the D&ADs (Design and Art Direction awards) too, so younger Irish creatives are seeing that international success is much more attainable.”
But that may also be what is driving their frustration with client caution.
Hynes believes that what the 2022 IAPI Creatives Survey reveals most clearly is that it is the sector’s “middle ground”, it’s mid-sized agencies, that are most imploring clients to be less conservative.
“There is a recognition in the comments that yes, there is great work being done at a high level, and yes, Irish agencies are winning more awards internationally than ever before. There is an acceptance that the bigger clients and the bigger agencies are all doing quite well,” says Hynes.
“However, there are a lot of people in the middle ground, where after all more people work, who are crying out for braver clients.”
Read more from the 2022 Creative Survey on iapi.ie