Tasked with giving the Irish marketing and communications sector a voice, The Irish Advertising Practitioners Institute (IAPI) conduct an industry census once a year among their advertising, creative, digital and media member agencies. In 2015 we began working with IAPI with the primary goal of communicating to the creative industries the yearly ebbs, flows, trends and movements of their industry, in a suitably creative and engaging way.
In 2016 we migrated their census away from being a traditional printed report into becoming a web platform that features interactive charts and animated stories. In addition to giving the industry a central place to compare data year-on-year, this also made for a more cost-effective long-term investment.
One of IAPI’s core remits is investing in and developing, young Irish talent. For this reason in 2017 we began a programme of commissioning recent graduates to create the annual animated census stories. In addition to bringing the website to life, these stories were packaged and shared across IAPI’s social and digital channels, helping to spark conversation and drive traffic back to the main census website.