Advertising campaigns for businesses should be more about the products they sell than their advertising campaigns, the head of the Irish advertising agency says.
Advertising executives have long struggled to find the right balance between quality and quantity in their advertising, but it’s now the case that businesses that want to get their message across to customers are increasingly using “small, tailored campaigns that can be tailored to specific audiences”, Mr Kelly said.
In addition, the advertising industry has also made major strides in improving the way it does business and in making it more transparent.
The latest statistics show the Irish market for advertising has grown by nearly half a billion dollars since 2010, but the number of businesses seeking advertising from an agency has decreased by almost 30 per cent, according to Mr Kelly.
The Irish Advertising Council said it has made significant progress in increasing the quality and quality of its advertising since the last General Election, while the number and size of companies seeking advertising increased by more than a third in the last five years.
However, Mr Kelly believes there is still room for improvement.
“If we want to attract new businesses, it is essential that we continue to do what we’ve been doing: building a strong brand for all sectors of the economy, with a clear and consistent message to all consumers,” he said.
“This is not just about delivering better value for money for businesses.
It’s about delivering the right messages to all our citizens, and ensuring that we have the right tools to reach all consumers across all sectors.”
I think it is critical that we get to that point now.
“The National Advertising Strategy 2016 is due to be published this week.