What we achieved in 2014

IAPIin numbers

1,545total employees in member agencies

51members in total

new membersthis year

1,425People attended events including clients, media owners etc…An increase of 34% in an ADFX year.

22%New visitors to www.iapi.ie since 2013.

€1,932,241.48 The total PR value Jan – Oct

so far this year

an increase of a

whopping 450%on 2013.

IAPIin the media

Events

In total we held

19 eventsbetween January and October.

On average

75 people attended each of our events over this time.

The top 5 events by attendee numbers are:

1. ADFX Awards

2. Summer Party

3. Rant Night

4. Clearcast Seminar

5. The Big Grill

Top 10 agencies who attended IAPI events:

1. Publicis2. Irish International3. Boys and Girls4. Ogilvy5. DDFH&B 6. McCannBlue7. Cawley Nea\TBWA8. Chemistry9. Radical 10. Carat

ADFX energiser with Nicky Doran - “Great to attend our first meeting yesterday - found it really interesting & looking forward to being involved. Thanks”. Niall Dowling, Director Atomic

Summer Party - “I just wanted to say thanks so much for last night - I thought the event was brilliant! The place looked amazing and we all had so much fun.”Emma Brindley, Target McConnells

Clearcast - “I just wanted to say a big thank you for organising the Clearcast training, it was really informative and interesting and it was great to meet the people who work behind the scenes.” Emily Pietrocola, Account Executive, Ogilvy & Mather

ADFX

579people attended the event which is an increase of

77%on 2012.

We re-branded and developed Ireland’s first databank of award winning

effectiveness case studies which is a tool for agencies, clients and media owners.

For the first time we invited two award winning clients onto the judging panel and introduced a new category small budget to reflect the current market place.

The total PR value of the ADFX Campaign was €778,286.16 an increase of 74% on 2012 coverage value.

We received 61 entries and awarded 12 Golds, 9 Silvers, and 7 Bronzes in addition to the

Grand Prix, a new client award for dedication to effectiveness and best new learning.

31 trophies were awarded in total.

Our launch campaign by The Social House won two silver Kinsale Shark awards in print

Our branding and communications in the run up to the ADFX awards and on the night itself was created by Publicis Dublin.

We ran an outdoor campaign with the PML Group and JC Decauxto celebrate some of the winners.

Our objective was to break the mould of Irish advertising awards. We started with taking over Ireland’s biggest stage in the Bord Gais Energy Theatre and here is just some of the nice things people had to say.

“Just a note to say well done and congratulations on a very successful and fun night last night. It was a real credit to IAPI and all the hard work was certainly visible on the night. We were delighted to be associated with the event.”- Colum Harmon, PML Group

“Congrats on a great evening, thoroughly enjoyable! Well done.”- Jonathan Ryan, Customer Development Manager, Mondelez

“I wanted to congratulate you both for putting on a great show in the BGE Theatre last night! Of course, it was absolutely fantastic to see our very tenacious, hard-working and extraordinarily creative agency partners pick up 2 gold’s for their work on Liberty Insurance. They went the extra mile several times over to make Liberty Insurance the success it is today. I am both proud and humbled to work with such talented people.I hope you are both pleased with how things went, I wish you every success in the 50th year of IAPI and for the years to come.” - Annette Ní Dhathlaoí, Head of Marketing, Liberty Insurance

“I am glad we were involved. Well done to you (Aisling) and Tania on putting on a great show. It was really different and stood out from the rather crowded awards industry!” Geraldine O’Leary, RTE

“It was an amazing night last Thursday. Big congrats to you and all the team involved, it truly was a massive success and just shows the level of hard work put in.” Ken Nolan, Mindshare Business Director

“Two words for you: WOW and Thank you! It was an amazing, special, flawless, night. Hats off for such a big effort. Being part of such a special ceremony was an honour…. This will be a night to remember for all of us in the agency. Thank you, thank you, thank you.” Sandra Alvarez, Deputy MD PHD

More time for networking with clients at the start and end of the night.

Less entertainment acts in part one of the show so that the awards can happen earlier.

Re-enforcing the importance of complying with codes and ADFX T&Cs.

Learnings from 2014

Training

An increase of 178% of unique page views to the training section on the IAPI website in comparision to 2013.

EAC 2014Ireland had the highest number of students sitting the course from across Europe for the

second year in a row.

The Eff Test and Commercial Certificate in association with the IPA.

15 people sat the Eff test from agencies such as Publicis, Havas, Rubicon, Chemistry, Starcom, ICAN, Atomic, and Mediacom.

4 people sat the Commercial Cert from Publicis and Mediacom.

ADFX 8 Week master class with Karen Hand

Most of our alumni were awarded winners on September 4th which is a huge

testament to the programme.

Training courses (ALL SOLD OUT)

• Effectiveness 8 week programme x 2

• Creative idea generation and judgement with Steve Henry

• Making creative briefs more creative with Paul Arnold

• Telling compelling stories on the small screen Rachel O’Flanagan x 2

• Procurement Training

• How to develop a communication strategy with Merry Berry

• Selling creative work with Paul Arnold

• What does it take to be a strategic planner with Merry Berry

• Growth, new business and pitching with Micky Denehy

• The internet of things with Block T

• Speak the Speech

The top 10 agencies for IAPI training 2014

Agency 1. Rothco 2. Publicis 3. DDFH&B4. McCannBlue5. ICAN 6. Target McConnells 7. Atomic8. Irish International 9. Chemistry 10. Mediavest

Change from 2013 New Entry Up 1Down 2 New Entry New Entry New Entry New Entry New EntryDown 6 New Entry

Training Testimonials

“Really appreciated the feedback from the Dragons on the

ADFX training, it should hopefully become a more well-

rounded entry in the end. I would be very positive about

the course in general.”

“Paul was absolutely great. Really inspirational but also

gave a lot of practical information. He chose great ads to

really drive his points. Made the day fly by in a good way.”

“Lots of Info from an industry pro, very engaging”

We revised the course again this year and introduced new lecturers, mentors and elements to modules

Client leadership is now taught by Catriona Campbell, Joint MD of The Social House.

Ger Roe, Creative Director with Publicis Dublin will set and assess students a creative task as part of the Art Direction module.

Antaine Conway, Client Director Starcom was introduced as the pitch night mentor for media.

Alexis Bouckaert, Creative Director with Eighty:Twenty was introduced as the pitch night digital creative mentor.

We introduced more digital elements to the media module and dedicated weeks to programmatic buying, mobile, search and social media which are taught by Radical staff.

A DM campaign was created and sent to over 300 clients on our database to raise awareness of the course.

An outdoor campaign ran in association with the PML Group.

Pitch Night, Nov 27th at 6.30pm All welcome to attend

Women inAdvertising

Visibility

positions, who are being identified in their field as future industry leaders. Estelle Gorby, Acorn was the inaugural winner.

We also introduced Heads Up, a series of interviews we host in collaboration with DDFH&B. Short interviews with radical thinkers and industry experts from the world of advertising.

As part of International Women’s Day celebrations we introduced the inaugural IAPI Doyenne Award. Created to champion women currently in management

SandraAlvarez

Deputy Managing Director PHD, to the board of the Advertising Standards Authority for Ireland.

Geraldine Jones

Group Account Director Publicis to the board of the CopyClear.

Viv McKechnie

Group Trading Director, Aegis/Dentsu Ireland to the board of the Advertising Standards Authority for Ireland.

Jessica King

Account Director, Mindshare, to the board of the Joint National Readership Survey (JNRS).

Representation

AD-vocacy

Remuneration guidelines – March 2014 Sent to 300 IAPI member clients on our database. Copy was updated on the pitching website and a soft copy is

also available to download. The guide has had 3,072 impressions on Issuu since

launched.

IAPI Census – June 2014 We presented the findings in both a hard copy book and infographic for use on social media and websites.

The report has 2136 impressions on Issuu since launch.

We held a MDs lunch as a launch forum.

Pitching

Pitch guidelines launched on 12th Feb 2013.

A decrease in unique page views on

www.iapi.ie/findingtherightagency by 19% in comparision to 2013.

We launched the new pitch database for members in

November 2013.

We intervened in 15 pitches in 2014 which is an increase of 150%

from 2013.

PITCH DATABASE YOY REPORTNumber of pitches listed

Number of pitches listed as run by a consultant

How many pitches were strategic only

Full creative

How many are not filled in as they are media or digital

How many pitches were for:

Media

Digital

Creative

Media and Creative

Digital and Creative

How many answered that the pitch process:

Did not meet the guidelines

Met guidelines

Didn’t answer

201430

13

2

13

12

9

3

15

2

1

6

8

14

201338

20

8

4

0

18

2

14

4

0

9

11

18

Integrating Media CurrenciesIAPI has led the effort to integrate all the media currencies in Ireland; cinema, press, outdoor, TV, radio and online.

WHY DO WE NEED IT?Agencies are tasked with reaching a target coverage and frequency level with maximum efficiency. However, even though the vast majority of advertising campaigns use more than one medium, there is no accountability for how two or more media interact with each other.

HOW WILL IT BE FUNDED?A levy placed on all advertising spend. This way the cost is shared between advertisers and media owners. Agencies will subcribe to the eventual software. The levy would be no more than 0.15%, or €150 for every €100,000. Collected in the same way as the ASAI levy (via the media agencies). The project will be administered by a new company whose directors will comprise representative of the various media currencies, IAPI and AAI.

WHAT’S NEXT?The new company is currently being set up as a legal entity. Tender documents for the Hub Survey and the fusion of the data have been completed and are ready to be issued once the company is incorporated. More accurate information with regard to timings and expected release dates over the coming months.

Working closely with Karen Mooney in Nielsen IAPI Media Committee are helping improve

Addynamix

Improving AD-Dynamix

IAPI Future Heads

The FutureHeads initiative was launched in May 2013, its aim is simple:

To make IAPI more accessible for younger members of the advertising community and to

CONNECT, INSPIRE and FOSTER new talent.

5 EVENTSHELD IN 2014

OVER 400AGENCY STAFF

ATTENDED THE EVENTS

OVER 30 STAFFHELPED ORGANISE, COORDINATE

OR SPEAK AT EVENTS

PUBLISHED INDUCTION PACK FOR NEW EMPLOYEES IN CREATIVE

AGENCIES & WORKING ON DIGITAL SPECS FOR THE INDUSTRY

We released a new guideline publication for working in a creative agency. It had 421 impressions on Issuu in the first month.

The Media induction and intern guidelines from 2013 have continued to prove popular on Issuu.

The internship guidelines having 1715 impressions in 2014.

Career in Advertising

We carried out 9 talks this year in UCD, DCU, ITT, Trinity, Smurfit and DIT. We engaged with students from an economic background to the more traditional marketing route.

IAPI have also just put together a guide detailing some of the roles available in the industry and the skillsets needed.

IAPI devotes a lot of time to administering CopyClear.

CopyClear website was redesigned making it easier to use. We have also repeated our client satisfaction survey.

We held a seminar in February it was attended by 135 people.

2015

Jan - Rant Night

Creative Technologist seminar

Surviving and Thriving with procurement, Rosie Doggett

Feb – Ideas, Ideas, Ideas, Nick Eagleton

(D&AD training)

Cannes Lions launch

March - Doyenne Awards

Managing multi-disciplinary project teams, Paul Arnold

Making Creative Briefs more Creative and better briefing, Paul Arnold

WHAT’S NEXT?

April - EAC Exam

Getting to Great Creativity, Steve Henry The Big Grill

May – Census Report released

Understanding Client Business, Paul Burns

Navigating Brands through the digital landscape, Mirage Islam

June – Industry summer party

CannesalysisD&AD training (TBC)

1. Fill in the online Pitch Database

2. Answer the survey on pitching costs in Jan 2015

3. Send your staff to IAPI events and training courses

4. Encourage your staff to join committees such as Future Heads

5. Put forward staff for Doyenne Award & Cannes Lions etc..

6. Put candidates forward for awards such as the Doyenne

7. Fill in the Census and Salary Survey (Spring 2015)

8. Encourage all your staff and clients to use the ADFX databank and insights and inspiration hub

9. Tell us your training needs and speakers wish list

The IAPI Team, Always on!

Twitter: @IAPI_updates

Websites: iapi.ie adfx.ie

Blog: iapi.ie/blog

Tania Banotti, CEO

Aisling Conlon, Business Development Manager

Helen Smits, Front of House

Joyce O’Keefe, Accounts

Thank you