According to the report, commissioned in association with Jim Power Economics, despite the industry’s capacity to accelerate business performance, digital transformation, societal cohesion and global competitiveness, the sector faces significant challenges. These challenges are underpinned by underinvestment and the layering of regulatory burden, resulting in missed opportunities for Ireland Inc, including the international scaling of indigenous Irish enterprise, at a critical moment of economic transition. 

Key findings include: 

• Ireland spent approximately €1.6 billion on advertising in 2024, just 0.35% of GDP and among the lowest in the EU, where the average is 0.59%. 

• Industry analysis shows that every €1 invested in advertising generates €6 in economic value. If Ireland invested at levels comparable to peer economies, the report estimates the market size of the industry could exceed €3 billion, driving business growth, jobs and tax revenues. 

• While the sector employs over 5,000 people, it faces challenges in attracting and retaining talent. 

• The report notes that the industry is at the vanguard of AI developments and can make a significant contribution to positive societal outcomes by addressing shared challenges, combatting misinformation and enhancing online trust and safety. 

• The report identifies the industry as playing an important role in ensuring that AI tools are used responsibly as the Government prepares to launch a new Digital and AI Strategy. 

• Ireland’s digital ecosystem remains highly concentrated, with 80% of online spend captured by global platforms. 

• The State is an important client, with public bodies investing significantly in campaigns. However, the report notes that public spending on information campaigns in Ireland is lower than international benchmarks, despite its potential to help shape public opinion on key priorities such as investment in infrastructure. 

Iapi CEO Siobhán Masterson said: “The findings show an enormous, untapped opportunity for Ireland. Advertising and communications should be viewed as a strategic investment by business and government. With the right supports, Ireland can build a globally influential commercial creative services sector, strengthen our domestic economy and enhance our international competitiveness.” 

Geraldine Jones, President of Iapi and Managing Director of Publicis Dublin, added: “Our industry is a proven accelerator of economic growth and social cohesion, but underinvestment is a significant constraint. We have the creative capability, talent and strategic expertise to help businesses in Ireland grow and the State achieve its ambitions. What we need now is recognition, reinvestment and a supportive policy environment.” 

With Ireland at an economic crossroads, marked by global uncertainty, competitiveness pressures, regulatory complexity and a shift towards a knowledge-led economy, the report argues that the industry must be recognised not as discretionary spend but as strategic investment. 

The report highlights that the advertising and communications industry is an essential strategic partner to both business and the State. From driving revenue growth and brand equity to shaping public opinion, influencing behaviour and enabling public sector communication, the sector plays a profound role in Ireland’s economic and societal wellbeing. 

A shift to the EU average level of advertising investment, 0.59% of GDP, would expand Ireland’s market considerably and generate significant economic returns, driven by productivity gains, export growth, enhanced brand equity and innovation. 

Creativity is identified as the defining differentiator of the industry. International evidence from United Kingdom, New Zealand and Netherlands demonstrates that countries that prioritise world class creative industries enjoy stronger brand performance, higher productivity and greater export capability. Ireland has the talent and capability to match these benchmarks and now needs an operating environment that supports it. 

The full report is available here.