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.
- survey respondent
"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"