Irish advertising agencies saw an average 24% increase in revenues last year, according to the Institute of Advertising Practitioners in Ireland (IAPI).

Profit margins fell from 8% in 2023 to 4% in 2024, but agencies expect recovery to 7% in 2025, based on a survey of 22 member agencies representing 65% of the sector.

The workforce now exceeds 3,000 employees, up 11% year-on-year and 35% since 2021. Hybrid working is prevalent, with 86% of agencies reporting effective models and almost two-thirds operating two- or three-day office weeks to support flexibility and talent retention.

Agencies undertook an average of 28 pitches in 2024, up 40% from the previous year. Pitching costs averaged €1.1 million per agency in staff time and third-party expenses, equivalent to the annual workload of five full-time employees.

In the first half of 2025, revenues increased a further 20% on average. Nearly 95% of respondents reported winning new business, while 59% of agencies have expanded their services internationally. Overseas clients now contribute 21% of total revenue, up from 15% last year.

Private sector clients generate 86% of agency revenue, with public sector contracts making up 14%. Retainers now account for 36% of turnover, up from 22% in 2023, reflecting a shift toward longer-term client relationships.

Siobhán Masterson, chief executive of IAPI, commented: “Our census highlights an industry that is expanding, exporting and evolving. Irish agencies are winning more business, partnering more closely with clients and helping home-grown brands scale nationally and internationally.”

Discover the full 2025 IAPI Census to explore detailed insights into agency performance and market trends in the complete story.