WEALTH October 20, 2026 0 Comments

Why the Creative Sector’s Cry for Government Support Could Make or Break the Economy—And What Investors Need to Know Now

Ever wonder why, in an age where the world’s just a tap away, Irish media and creative minds are shouting into the void but barely getting heard? As advertising dollars and viewers sneak over to international platforms, Ireland’s own storytellers and brand-builders find themselves in a tricky spot. The Creative & Communications Association (CCA) is waving a big flag, urging the Government to stop treating advertising and communications like some optional add-ons — because they’re actually the fuel driving business growth and the heartbeat of cultural identity here at home. With their inaugural effectiveness conference just around the corner in Dublin, the CCA is pushing for a sharp, coordinated game plan to back domestic media, invest in a powerhouse national broadcaster, and make sure those crucial marketing investments don’t get lost in the shuffle of economic policies. It’s about time we recognized that these creative forces don’t just spin stories — they build brands, boost businesses, and paint Ireland’s story on the global stage. Ready to dig deeper? LEARN MORE

The Creative & Communications Association (CCA) has called on the Government to strengthen support for Irish media and the creative sector as audiences and advertising revenues increasingly shift towards international platforms.

Ahead of its inaugural effectiveness conference in Dublin, the association is urging policymakers to adopt a coordinated approach to supporting domestic media, recognising advertising’s contribution to business growth and positioning Ireland as a global centre of creative excellence.

The CCA is calling for measures to strengthen Irish media and local content, including sustained investment in a strong national broadcaster, while ensuring advertising and communications are recognised as essential business investments in economic policy.

Siobhan Masterson, chief executive of the CCA, said the contribution of advertising, marketing and communications to growing Irish businesses was underestimated.

“It’s really underestimated, in Ireland, how effective communications, advertising and marketing can build brands and help businesses grow,” she said.

“We welcome a conscious effort by Government in offering supports to scale Irish businesses, however we have to ensure that some of that investment is ringfenced for the essential services provided by our members.”

Masterson said Ireland was falling short in using the sector’s expertise to help companies compete in international markets.

She added that creative businesses also played an important role in helping public organisations explain services, communicate important information and support informed decision-making.

“What we are offering is commercial, public and cultural value. It deserves to be recognised in the decisions Government and businesses make about investment,” she said.

The association welcomed measures announced in Budget 2027, including a skills package funded through the National Training Fund to address changes brought about by artificial intelligence.

It also highlighted the €1bn funding programme through the Ireland Strategic Investment Fund (ISIF), which aims to support the next generation of large Irish companies.

However, the CCA is calling on the Government to require businesses benefiting from the investment programme to allocate a proportion of the funding to advertising and marketing.

The association said international examples showed that practical policy measures could help strengthen domestic media and creative industries.

Siobhan Masterson, chief executive of the CCA

It is urging the Government to consider the sector’s contribution when developing economic policy and said it remained open to engagement with policymakers.

The CCA said supporting Irish creative talent and collaboration would also help build the country’s international reputation while ensuring audiences continued to encounter content reflecting Irish life and culture.

The Creative and Communications Association – The Future of Effectiveness Conference 2026 take place on Tuesday 20th October 2026, in the Round Room, Mansion House, Dublin.