Independent News & Media will collaborate as the Innovation Partner to the Institute of Creative Advertising and Design (ICAD). The three year partnership will see INM collaborate with the Institute for its awards, events and educational programmes.

Having introduced a number of new advertising products to the market in 2016, INM has seen significant success in working with brands to deliver creative content, recently picking up Gold for Creative Execution by a Media Owner in the 2017 Media Awards. INM will work with ICAD to further encourage investment in creativity across the advertising industry; particularly for digital channels, which typically see less investment in concept and creativity.

Mitchell O’Gorman, Head of Advertising Innovation at INM said: “INM recognises the value of creativity and we are aligned with ICAD’s mission to encourage creative excellence and increase standards. Determined to turn the tide on the perceived dearth of creativity in both digital and print advertising, this partnership with ICAD will stimulate a higher calibre of creative output in advertising and demonstrate to brands that investment in high quality production is as important as investment in the media itself”.

Speaking of the announcement, Elaine McDevitt, ICAD Managing Director said: “Increasing the understanding of the value of creativity is central to ICAD’s undertaking and has been integral to our mission to improve standards in Irish advertising and design since our inception. We are in a unique position to work with creatives, as well as brands and media channels to do so, and look forward to this opportunity to collaborate and partner with INM.”

Further details will be announced over coming months.