IAPI in 2016
“It’s been a busy year for the small team in IAPI. We more than doubled the number of agencies attending Cannes and won Cannes Lion ‘Rep of the year’. It was an ADFX year with entries up 20% on 2014. Our events and training programme, industry research and advocacy continue to thrive. We’re delighted membership has increased by 12%.” Tania Banotti, CEO
57 MEMBER AGENCIES 1,700 EMPLOYEES
WE WELCOMED SEVEN NEW MEMBERS IN 2016 12% increase in membership
IAPI in the Press
www.IAPI.ie
EVENTS
Events 2016
ADFX Shortlist Party
Business Case for Creativity
Rant Night
Adland meets the Tech World
Belgium’s winning Formula for Cannes
SXSW Debrief
Young Lions Launch
Ping Pong Party
Pitch Night
ASKvertising Career Expo
Cannesalysis
YouTube Creative Workshop
Cannes Lions Launch
Future Heads 1on1
Madison Avenue Manslaughter
ADFX Energisers 1 & 2
Facebook Creative Workshop
Cake & Cannes
1,739 PEOPLE ATTENDED IAPI EVENTS IN 2016
TOP 5 AGENCIES ATTENDING IAPI EVENTS
Our biggest events were 1. ADFX Awards
2. Ping Pong Party 3. Rant Night 4. Facebook Creative Workshop 5. ASKvertising Career Expo
FEEDBACK I felt the audience were very engaged this morning at the ADFX energiser, which is promising for the future of effectiveness. Paula Murphy, Brand Operations, Vodafone
Just a quick note to say thanks to you and the speakers for a great event this morning! Really interesting and inspiring! Siobhan Lavery, Managing Director, ICAN Thank you for your very hard work on the ADFX awards, definitely one I enjoyed more than any I can remember. Shannon Rushe, Account Director, McCannBlue
Thanks for organising the Facebook event this morning, was very useful. We’ve already been in touch with Leo and the gang about a potential campaign.
Andrea Dalton Doran, Account Manager, Boys and Girls
Great session this morning. I really enjoyed it. Jimmy Cashen, Group Managing Director, PML
2016 was an exciting year for the Future Heads. With Aoibhin Lennon of Mediavest leading the group in their activities. Those activities included: • Compiling a booklet outlining internship opportunities in member agencies • ASKvertising a career expo for young people considering advertising as a career • Ping Pong Summer Party • 1on1 mentoring evening providing young professionals with insights and career advice from an experienced panel.
DOYENNE AWARDS The Doyenne Awards took place on 8 March, coinciding with International Women’s Day. Camilla Harrisson, CEO & Partner of Anomaly London, was our keynote speaker and discussed the need to change the stats on women in leadership roles in the advertising industry. #changethestats
ADFX 2016 was our most successful ADFX to date with entries increasing by 20% on 2014. 390 people attended the awards show on Thursday 22 September. We had legendary comedian Dara O’ Briain as MC, and ad contrarian Bob Hoffman as our keynote speaker. In total, 34 awards were handed out, including the prestigious Grand Prix and the newly introduced New Learning Award.
www.ADFX.ie
PR Value €412,362.65
With thanks to Boys and Girls for creative work
TRAINING
TRAINING DAYS - 13
How to be the best account handler x 3 CopyClear knowing the code x 4 Measuring the impact of social media Creating better digital journeys Understanding client business Digital & non-linear planning Speak the speech Design thinking masterclass
MEMBERS FEEDBACK Andrea Ainsworth is an expert in her field of speech and the spoken word. Absolutely everyone will learn something from Andrea; from the most nervous to the most polished presenter. Andrea has a lovely style and puts everyone at ease, is inclusive and empathetic, imparting her wisdom with a light touch. Highly recommend. Ronan Traynor, Managing Director, Verve It was a really excellent course, Paul Burns has such a wealth of experience that I could have sat there and listened for hours. Bronagh O’Donovan, Account Manager, Guns or Knives Very good course - would recommend if you are a new account manager in the industry. Drew alot of learning from other professionals in the same field. Shannon Rushe, Account Director, McCannBlue I thoroughly enjoyed the days training and found both Fran and Celine to be pleasant, thorough and articulate in explaining each section. The case studies were particularly useful and interesting. Brian Roche, Digital Account Director, OwensDDB
EAC EXAM 2016 68 people from 21 member agencies sat the EAC Exam on 14 April 2016. The Certificate is an opportunity for agency employees with a minimum of two years industry experience to obtain a foundationlevel qualification. Ireland has one of the highest levels of participation of this exam in Europe. Four people obtained a distinction with a score of 80% or more.
41% increase on 2015
Top three agencies:
ADVERTISING & DIGITAL COMMUNICATIONS POSTGRAD 2016 saw the introduction of four new lecturers to the Postgrad in Advertising & Digital Communications and the launch of a new course brochure. In total, 58 students have graduated from the course between 2015 – 2016.
Ger Roe Art Direction
Chris Upton Client Leadership
Dave Tallon Cross Platform Technology Communications
Derek Doyle TV & Broadcast Production
Information evenings were held in Dublin providing prospective students with a detailed course overview and giving them the opportunity to meet and speak to course lecturers. On 24 November, all 29 students took part in Pitch Night. This night provides students with the opportunity to meet industry people and potentially begin their career in advertising.
Submissions are up 46% year on year from 5,320 to 7,744 (October to October 2015/2016). The level of submissions by mid-October 2016 already surpassed the total number of submissions received in 2015. There has been a significant increase in the level and complexity of social media activations. The annual Seminar is scheduled for Friday 3 February 2017 in Croke Park. www.copyclear.ie
CANNES LIONS IAPI is the official Cannes Lions festival representative in Ireland. IAPI worked tirelessly promoting the festival in 2016 and was awarded Best Festival Representative by the Cannes Lions team in October 2016. We saw a huge increase in attendance at the festival this year and participation in the Young Lions Competition.
IRISH AT CANNES Over 15,000 delegates attended the Cannes Lions Festival of Creativity in 2016 and 78 of them were from Ireland, from 17 agencies. Entries from Ireland increased by 29% as a result of attendance increasing by 32% and we aim to continue this trend for 2017.
YOUNG LIONS COMPETITION
2016 was the most successful year to date for the Young Lions competition with 55 entries from 28 agencies, and the introduction of the film category. The Peter McVerry Trust was the charity partner for the Young Lions competition for 2016. IAPI secured acclaimed Irish director, Kieron J. Walsh, to direct the winning film entry and the entire cast and crew gave their time free of charge.
YOUNG LIONS FILM LAUNCH
On Wednesday 5 October, the winning Young Lions film “These Little Things” was launched in the Odeon, Point Village. Wide Eye Media, a Young Lions Sponsor, aired the 60 second ad free of charge in 72 cinemas nationwide for 6 weeks. RTÉ also aired the film in a unique 2 minute ad covering the making of the film and the Young Lions competition.
IAPI WEBSITE IAPI revamped the jobs section of our website and introduced monetised job posts for non-members with members still availing of the service for free. IAPI launched a freelance section on the jobs page allowing freelancers to post a profile free of charge. 47% year on year increase in traffic to the website.
IAPI INDUSTRY CENSUS IAPI conducted a significant piece of industry research amongst agencies in partnership with Amárach Research in May. We had an astonishing 93% response rate amongst our member agencies which is extremely high and an encouraging confirmation that agencies support the research and see the value of it. The census covers: • Numbers of people employed • Agency hiring plans and age breakdown of the industry • Agency income and billings • Breakdown of staff by department and gender • Predicted rates of growth/decline • Maternity and paternity leave • Challenges and opportunities ahead http://census.iapi.ie
MEDIA COMMITTEE We started the year as we ended the last, engaging with the OGP on the media planning and buying pitch process; this was a new framework for the market and of significant importance to our media member agencies. This engagement consisted of face to face meetings with the OGP procurement team to review the proposed process and discuss concerns or offer alternative view points on behalf of our members. We also co-ordinated a presentation by the OGP to enable direct conversation with the agencies. Whilst the process was not without its flaws, it had significant engagement from our members and concluded in September. Emma O’ Doherty Managing Director Mindshare
The Media Committee has also assisted Karen Hand and Jill McGrath in data sourcing for the follow-up to “A Line In The Sand” – the analysis on advertising effectiveness in Ireland – more to come on this. We have also continued to assist Nielsen and the Addynamix Committee where needed on continuing to improve the advertising investment product. And of course we continue to engage with pitch doctors and media auditors on behalf of our members. We have most recently garnered comprehensive feedback from our members on issues with digital auditing and have met with Ebiquity Marsh to discuss same.
CREATIVE COMMITTEE The Creative Committee organised a couple of very well attended events during the year. The first was with Facebook’s Creative Shop, showcasing creative best practice across Facebook and Instagram, which was attended by more than 120 people. The second was with YouTube, with over 80 people in attendance. On our remit of raising both the quality perception of creativity and creative standards in Irish agencies, we organised a meeting to which Creative Directors of all IAPI agencies were invited. One of the main themes in the meeting was the desire to see more training for creatives. So we identified 3 courses run by D&AD then contacted all CDs to see whether it would be viable to get the D&AD trainers to come to Dublin and do the courses. At this stage, 2 of the 3 courses look viable: “Presenting Creative Work” (18 expressions of interest so far) and “How to get the best out of your creative team” (12 so far). If you are interested and haven’t said so yet, please do so. Tania is in discussions with D&AD on the details so we’ll follow up in the new year.
Plans for the coming year include increasing Irish creativity’s presence at Cannes, more seminars, increasing the involvement of creatives with IAPI, exploring synergies with ICAD and showcasing the effectiveness of Irish creativity beyond the usual marketing confines to reach influencers and decision makers on the ‘C-suite’.
Stephen Quinn Managing Director Atomic
Ray Sheerin Managing Director Chemistry
Mark Nutley Creative Director Irish International BBDO
PITCHING COMMITTEE
This year we tried to push the ‘Good Pitching’ agenda on by focusing on discouraging unnecessary pitching within the industry. To that end we ran an event with Aprais, a global leader in client-agency relationship evaluation, to demonstrate the effectiveness of longer term relationships. The purpose of this event was to highlight the ways a relationship can be fixed in order to prevent the pitch scenario. We have continued to keep close contact with new business intermediaries throughout the year with formal face-to-face meetings in the first quarter to gauge their view of the market and understand any issues they foresee in the year ahead. We have also continued to intervene in pitch situations on behalf of our members where the IAPI guidelines have not been met.
Finally, as I’m sure you are all aware, we have engaged in a year long consultation process with the OGP with regard to the creative and digital procurement process. At every stage we have endeavoured to express the concerns that IAPI have with the process and represent the varied views of our agency members. While the process as it stands is far from perfect and fails to adhere to our guidelines for best practice, it has moved on significantly from our first discussions with them. The OGP have continually reminded us that this was never a negotiation however, we feel that the progress that has been made is as a result of a strong dialogue which will continue into the new year.
Jimmy Murphy Director Publicis
Patrick Meade Managing Director Boys and Girls
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