In August 2020, the Institute of Advertising Practitioners in Ireland (IAPI) canvassed creative talent at home and abroad for its inaugural Creative Influence survey. The research was carried out in collaboration with The Irish Times as part of the Ireland: Where Creative is Native initiative aimed at promoting Irish commercial creativity at home and abroad.

With the aim of gaining valuable insight into just how creative professionals in Ireland’s commercial creativity and communications industry feel about issues like, the quality of work being produced, working in Ireland right now and whether living here actually influences their creativity, the survey results are now in.

With 225 responses in total, survey respondents come from every corner of the industry and were majority (81%) Irish and working in Ireland. Pride was the survey’s resounding overall sentiment, with 62% of respondents saying they were either ‘very proud’ or ‘proud’ to be working in the Irish commercial creativity industry. 

As for what fuels that all important creative process to begin with? The contribution of Irish culture and environment was a key consideration, with 90% of respondents believing that these factors contribute to the quality of their creative output.

“Irish creativity is showing a pride in Irish culture and heritage right now. It wasn’t always the case, and is a positive sign of our growing national awareness and confidence,” one survey respondent noted. 

Another positive was that 68% of respondents said that the quality of creative work being produced in Ireland’s commercial creativity sector right now is good to excellent, while just 28% said it is average, and only 3% rated it as poor.

"Irish creativity is showing a pride in Irish culture and heritage right now. It wasn't always the case, and is a positive sign of our growing national awareness and confidence"

Stimulating creativity

Of those innate aspects of Irish culture that stimulate commercial creativity, our irreverent sense of humour came up trumps for the survey’s respondents, with 60% of them citing it as their top stimulus. Writing skills honed down the years, inherited and learned from literary greats, came in at 31%. Ireland’s progressive society was also important for many, with 36% citing it as a stimulating factor.

Ireland’s small size came under the lens too, in both positive and less positive ways. Thirty-seven per cent of respondents felt that the ability to affect societal change quickly in a small market means that they have to be highly creative. Another 1/3 feel that brands can test or take chances with their consumers here that they wouldn’t be prepared to risk in larger markets. 

However, creatives also feel that there are negative aspects to creating in Ireland with 75% of respondents feeling that clients wanting to play it safe often hampers their creative output.

“It was really encouraging to see such a large take-up of respondents to Ireland’s first creative influence survey’, ” said Sean Hynes, Vice President IAPI and Creative Director at Bonfire.  

The work we are doing to promote Irish creativity and media planning internationally is starting to pay off and our ambition to create a European centre of excellence for the industry doesn’t look so far away now. It is heartening to see that 40% of the creatives surveyed are optimistic that IAPI’s Ireland: where Creative is Native programme will make a difference to the quality of our commercial creativity. This will, in turn act as a siren call for both Irish and international talent to work in all aspects of our sector.”