Ireland's largest advertising agency, McConnells, has promised to also be the market's biggest digital agency, and is creating McConnells Interactive, which will operate in-house, the Sunday Business Post reported.

“It's not just about having to go digital - digital is everything. Increasingly, what we're about is creating content and where that content goes is sort of irrelevant - it just has to get to the consumer,” Fiona Scott, managing director of McConnells, told the Sunday Business Post.

Ireland will switch off its analogue signal in 2012.

“So nobody is making a 30-second TV commercial any more, you have to create something that will go across multiple media platforms,” Scott told the Sunday Business Post.

Broadband took hold slowly in Ireland, compared to much of Western Europe, which caused development of digital to be delayed, Scott said.

Ensuring clients are given everything they need “doesn't necessarily mean the best ads, it means the best strategic advice they can get,” Scott said, according to the Sunday Business Post.