What we achieved in 2014
IAPI in numbers
51
members in total
1,545
total employees in member agencies
new members this year
1,425
People 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.
IAPI in the media
Events
In total we held
19 events between 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. Publicis 2. Irish International 3. Boys and Girls 4. Ogilvy 5. DDFH&B 6. McCannBlue 7. Cawley Nea\TBWA 8. Chemistry 9. 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
579
people 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 â‚Ź778,286.16 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 Decaux to 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
Learnings from 2014 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.
Training
An increase of 178% of unique page views to the training section on the IAPI website in comparision to 2013.
EAC 2014 Ireland 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
Change from 2013
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
New Entry Up 1 Down 2 New Entry New Entry New Entry New Entry New Entry Down 6 New Entry
Rothco Publicis DDFH&B McCannBlue ICAN Target McConnells Atomic Irish International Chemistry Mediavest
Training Testimonials “Really appreciated the feedback from the Dragons on the ADFX training, it should hopefully become a more wellrounded 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.
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. 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.
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 in Advertising
Visibility As part of International Women’s Day celebrations we introduced the inaugural IAPI Doyenne Award. Created to champion women currently in management 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.
Representation
Sandra Alvarez
Geraldine Jones
Viv McKechnie
Jessica King
Deputy Managing Director PHD, to the board of the Advertising Standards Authority for Ireland.
Group Account Director Publicis to the board of the CopyClear.
Group Trading Director, Aegis/Dentsu Ireland to the board of the Advertising Standards Authority for Ireland.
Account Director, Mindshare, to the board of the Joint National Readership Survey (JNRS).
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 REPORT Number 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
2014
2013
30 13 2 13 12
38 20 8 4 0
9 3 15 2 1
18 2 14 4 0
6 8 14
9 11 18
Integrating Media Currencies IAPI 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.
Improving AD-Dynamix
Working closely with Karen Mooney in Nielsen IAPI Media Committee are helping improve Addynamix
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 EVENTS HELD IN 2014
OVER 30 STAFF HELPED ORGANISE, COORDINATE OR SPEAK AT EVENTS
PUBLISHED INDUCTION PACK FOR NEW EMPLOYEES IN CREATIVE AGENCIES & WORKING ON DIGITAL SPECS FOR THE INDUSTRY
OVER 400 AGENCY STAFF ATTENDED THE EVENTS
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.
WHAT’S NEXT?
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
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 Cannesalysis D&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: Websites: Blog:
@IAPI_updates iapi.ie adfx.ie iapi.ie/blog
Tania Banotti, CEO Aisling Conlon, Business Development Manager Helen Smits, Front of House Joyce O’Keefe, Accounts
Thank you