The table below outlines a breakdown of expenditure under Section 8A of IDA Ireland’s 2022 Financial Statements as requested by the Deputy.
|
Marketing, Consultancy Promotions and Advertising
|
€
|
|
Marketing Costs
|
3,383,044
|
|
Consultancy & Studies Costs.
|
2,045,940
|
|
Promotions & Advertising Costs
|
6,257,635
|
|
|
11,686,620
|
Of €11.7 million expenditure on marketing, consulting, advertising and promotions in 2022, €6.3 million covered advertising and promotions costs. This €6.3 million included digital marketing campaigns, international media partnerships, industry events, development and maintenance of the IDA website, public relations, design and content creation.
IDA Ireland’s engagements with suppliers is governed by strict compliance rules and the agency has framework agreements in place on media buying (Zenith, part of Core), creative advertising (BBDO), design (Allen Creative), web development (Continuum by Granite) and public relations in various jurisdictions, namely Europe (Finn Partners), East Coast US (Padilla), West Coast US (Kimber), Japan (Kyodo), India (Ad Factors) and China (BCW Public Relations). All payments over €20,000 are published on IDA Ireland’s website, alongside the supplier name, on a quarterly basis at www.idaireland.com/information-compliance.
IDA Ireland operates in a highly competitive market for international investment and as such, the details of campaigns are highly commercially sensitive, given they are an important competitive lever for the Agency and for Ireland in winning FDI. These investments, and the outcomes of campaigns, are reported to the IDA Board who have oversight of expenditure, however publishing this level of detail would compromise the Agency’s competitive advantage in the marketplace.
