03 Jun 2025

IAPI Pathfinder Pulse Survey

The Institute of Advertising Practitioners in Ireland (IAPI) has recently published the findings of its inaugural Pathfinder Pulse Survey. The survey conducted by Amárach Research reveals that 66% of communications and advertising agencies report stable or growing revenues in 2025.

However, this optimism is tempered by broader industry caution: 81% (of those who took part in the survey) expect client marketing spend to remain flat or decline over the year.

Other key findings include:

Agencies cite economic uncertainty (36%), budget constraints (28%), and talent challenges (22%) as top concerns. Rising business costs, regulatory burdens, and salary pressures are also weighing heavily on sentiment.
Yet, optimism persists. Agencies see growth potential in expanding services (53%), technology and AI innovation (31%) and new business wins (28%).
The strongest positive outlooks are for new client acquisition and turnover growth, while the most negative are around the cost of doing business, regulatory compliance, and salary costs.
The survey also highlighted several transformative trends: accelerated digital transformation and AI adoption, growth in advisory and consultancy services, continued investment in talent and increasing international engagement.

IAPI plans to publish Pathfinder Pulse Survey quarterly from here on, offering real-time insights into agency confidence and economic direction—an invaluable tool for both business and government stakeholders navigating uncertain times.

Click here to read the full report.