The report, based on data from 22 member agencies representing 65% of the industry, shows average agency revenues rose by 24% in 2024, with the first half of 2025 up a further 20% on the same period last year. Media billings also grew by 13%, underlining continued demand for Irish creative and communications expertise. While profit margins fell from 8% in 2023 to 4% in 2024, agencies expect a recovery to 7% this year, reflecting growing confidence and stronger client relationships.  

The Census also highlights the sector’s employment strength, with over 3,000 people now working across IAPI member agencies. This number is up 11% year-on-year and 35% since 2021. The industry continues to evolve its working practices, with 86% of agencies saying hybrid models are working effectively and 64% operating two or three-day office weeks, showing continued adaptability in attracting and retaining top talent. 

Siobhán Masterson, CEO of IAPI, said: “The Census highlights an industry that’s expanding, exporting and evolving. Irish agencies are winning more business, partnering more deeply with clients and helping home-grown brands scale both nationally and internationally. Our challenge now is to ensure that this growth is sustainable and built on strong commercial discipline, talent investment and long-term strategic focus.” 

Agencies undertook an average of 28 pitches in 2024, up 40% year-on-year, with pitching costs averaging €1.1 million per agency in staff time and third-party costs equivalent to the annual workload of five full-time employees. Almost 95% of respondents reported winning new business this year, showing the continued competitiveness of the Irish market. 

The sector’s international footprint continues to strengthen, with 55% of domestic clients now using Irish agencies in international markets and 59% of agencies exporting their services abroad. This demonstrates the opportunity for indigenous Irish business to engage this industry to scale internationally and reach larger markets.  

However, the Census also shows that 86% of agency revenue currently comes from private sector clients, with just 14% from public sector contracts. Given the critical role communications play in influencing public understanding and behaviour and social cohesion of long term public investment decisions, IAPI believes there is a strong case for greater government investment in the professional communications services. 

Siobhán Masterson, CEO of IAPI, added: “Ireland has one of the most advanced creative industries in Europe, yet the balance of work remains heavily weighted towards private sector clients. At a time when government needs to reach and engage the public on complex issues, there is a real opportunity to harness the strategic and creative expertise within our sector to drive more effective communication and behavioural change. 

“Our members are not just promoting products, ours is an industry built on understanding people; what persuades them, what motivates them and what earns their trust. This is a sector that combines commercial creativity with national value, supporting innovation, entrepreneurship and public engagement right across the economy.” 

Retainers now account for 36% of total agency revenue, up from 22% in 2023, marking a significant shift towards more stable, long-term client relationships. 
This trend signals greater collaboration and trust between agencies and their partners, and a move away from the short-term project work that has historically dominated the sector.   

The Census also highlights the industry’s value to Ireland’s domestic economy. Half of agencies now work with new Irish brands founded within the past five years, reporting average growth of 14% for those clients. Irish agencies are playing a direct role in building and scaling the next generation of Irish success stories. 21% of total agency revenue comes from overseas clients — up from 14% last year. 

Masterson added: “Our members are not just promoting products; they’re helping build the Irish businesses of tomorrow. This is a sector that combines commercial creativity with national value, supporting innovation and entrepreneurship right across the economy.” 

The IAPI Census 2025 consolidates data on commercial performance, talent and leadership into a single report, providing the most comprehensive snapshot yet of Ireland’s advertising and communications industry. It will now be published annually alongside IAPI’s recently launched Pathfinder Pulse Survey, a quarterly barometer of industry sentiment conducted by Amárach Research.