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IAPI this week announced the launch of its 2024 campaign on behalf of its members. The campaign, entitled 'Our Member Agencies Deliver Real Business Results' has been initiated by IAPI and its Board, specifically the Growth Council to demonstrate the effectiveness of the advertising industry in driving business growth.

The premise of the B2B campaign is based on the Effies 2023 winning case studies that measured Sales, Growth in Customer Base, and Value Share, where they saw average uplifts directly caused by advertising. The quirky creative executions are a demonstration of the impact and cut-through advertising can have and provide a contrast to the factual copy highlighting the real business results your campaigns generate. The campaign will run across Print, OOH, Radio and Digital/Social formats.

“IAPI sees this campaign as something to help marketers in their quest to validate budgets and advertising, and of course help our member agencies as well as media owners,” says Charley Stoney, CEO, IAPI. “We have received huge support from our own creative and media members, production studios, media owners, VO artists and editors and we could not be more grateful to everyone involved. Our sincere thanks to all those involved in bringing this campaign to fruition for our industry especially The Brill Building for their outstanding creative work. And all this would not be possible without the great support of a variety of media partners including:  l  and Group l  l  l  l  l ."

“Designing a campaign to promote the real business results our industry creates is a dream brief, and at The Brill Building we welcomed the opportunity to support the IAPI team in the way they do so well for us and our peers.” Roisin Keown, executive creative director, The Brill Building added; “It was really important to us for the work to showcase what impactful advertising can and should do. This campaign showcases through attention-generating creative and crafted communications how advertising is the tried and trusted means to business growth - especially when executed by the country's experts at IAPI member agencies.”

Jonathan Conlon, COO, Group M Ireland said, “We have seen fantastic support from media owners for this campaign. Their collaboration has amplified the message and extended its reach and helps our ambition of driving growth for the entire industry. The evidence clearly shows the impact that advertising can have so everyone stands to benefit if IAPI can help grow the market – marketers can reach their audience, businesses thrive, and the economy flourishes. The campaign is running throughout the month of July so if any other media owners would like to get involved, please let us know.”

To see where the campaign’s Effectiveness Stats originate from and learn more about real business results that you can achieve with advertising visit .