WEALTH October 30, 2026 0 Comments

Why Creative and Communications Giants Are Quietly Betting Against the Latest Budget—And What It Means for Your Next Move

Ever wonder if a government budget can truly ease the relentless squeeze of rising business costs — or if it’s just another line item on a growing list of unmet expectations? Well, the Creative and Communications Association’s latest pulse-check reveals that a hefty 53% of industry leaders are already shaking their heads at Budget 2027, doubting its power to put a dent in those ever-climbing expenses. Yet, amidst the skepticism, there’s a flicker of intrigue around technology and AI carving out new opportunities — even if almost 60% are on the fence about whether the National Training Fund will arm their teams with the skills to surf this technological wave. Confidence is cautiously ticking upward, with fewer leaders bracing for tougher times and a surprising optimism about client spend growth. It’s a classic paradox: navigating pressure while eyeing a horizon full of potential — but are those opportunities accessible enough, and is the support tailored to the real-world hustle? Let’s dive into the nuances behind these pulse-pounding insights and see what it means for the future of creative business in Ireland. LEARN MORE

The majority of creative and communications business leaders believe Budget 2027 will not help address the rising cost of doing business.

The latest Pathfinder Pulse survey, conducted by Amárach on behalf of the Creative and Communication Association (CCA), finds that 53% disagree that Budget package will help tackle rising business costs.

Respondents are on the face in relation to the skills measures announced in Budget in 2027, with almost six in ten (59%) neither agreeing nor disagreeing that the National Training Fund package will equip their workforce for technology changes including the expansion of AI.

However, 38% of those questioned identify technology and AI among their leading business opportunities.

The overall sector outlook is at its strongest since the survey began with those who expect conditions to worsen falling from 47% in May 2025 to 22% in October 2026.

One in four business leaders expect clients’ spend to grow this year, and more respondents than not are expecting an increase for the first time since last November.

Almost one in three business leaders (31%) expect clients to spend more over the remainder of the year, and respondents have also identified opportunities to help clients show how their marketing delivers results.

Siobhán Masterson, CEO of the Creative & Communications Association, said there is a lot to be positive about the findings and that has confidence has improved as members have discovered opportunities to develop new services and grow their businesses.

“At the same time, rising costs are putting pressure on the money available to invest in what they need to support a growing business.
“We welcomed the Budget’s investment in skills but it’s clear from the survey that our members are wary,” she continued.

“The next step is to make sure creative and communications businesses know how to access these supports and that the training reflects what their teams need. Our members are already working with AI and can bring valuable practical experience to the design of those programmes.

“We’re also asking Government to recognise advertising and communications as investments that help businesses grow.

“As supports are developed to help Irish companies scale our members should be part of that conversation, with opportunities to draw on the expertise of agencies here in Ireland.”

(Pic: Getty Images)