The Institute Of Advertising Practitioners In Ireland
Fri, 04 Dec 2020 15:59:37 GMT
Two pulse surveys were completed by 75% of agency leaders in June and again in October this year. Their purpose was to understand agency leader’s views of their own business performance and that of the industry as a whole. The findings show an optimistic, yet realistic, view within the industry with positivity shifting upwards over the past few months.
350 IAPI members from 42 agencies took part in an extensive Sentiment Survey between 12th – 22nd October this year. The profile of respondents proportionately reflected the different agency services that now form the IAPI membership.
This comprehensive survey aimed to determine how the overall agency personnel currently feel about the industry, the challenges of working remotely, the impact of the pandemic on their working life and their wellbeing.
In October, 76% of leaders stated they were optimistic about the future of the industry with nearly all (98%) stating that their agency would fully recover from the crisis.
There appears to be little doubt amongst leaders that their own agency will recover, however the perceived timeline for that recovery has shifted in line with the prolonged impact of the pandemic.
In June, 44% of leaders felt they would be back to 2019 revenue figures by at least the middle of 2021 compared to only 27% in October. The 12% who believed that recovery would take until the end of 2022, has now increased to 33% of leaders seeing this as their recovery timeline.
It is promising to note that predictions in terms of revenue decline for this year have moved in the right direction over the past few months.
“The findings from this survey demonstrate an active and resilient industry, with a continued focus on the future and our role in society. IAPI are busy forming plans for 2021 which we predict may continue to provide challenges to agencies and their clients.
The focus will be on continuing to provide advice, support and inspiration for members during an inevitably tough year. However, we will also introduce new initiatives that continue our work on diversity and inclusion and help to provide professional, accredited education for members.
Our ambition to create a centre of excellence for advertising and commercial creativity here in Ireland is now more important than ever and we will continue to update and promote our national portfolio through www.creativeisnative.com, launched on 5th November this year." Charley Stoney, CEO, IAPI
Find the full survey here.The Institute Of Advertising Practitioners In Ireland, Fri, 04 Dec 2020 15:59:37 GMT