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IPA President Ian Priest strives for win-win performance in client/agency relationships
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IPA President Ian Priest strives for win-win performance in client/agency relationships

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IPA President Ian Priest introduces the fourth chapter of his ADAPT agenda with a look at how the industry can attain win-win performance in client/agency relationships by moving towards less time …

IPA President Ian Priest introduces the fourth chapter of his ADAPT agenda with a look at how the industry can attain win-win performance in client/agency relationships by moving towards less time based and more value/risk-based remuneration models. This presentation was shown at the IPA's Performance Adaptathon in London on 8th JUly 2014. Find out more at www.ipa.co.uk/adapt/performance and join in the conversation on Twitter using #ipadapt.

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  • Commercial creativity is at the heart of my Presidential Agenda for the IPA.

    You’ve just seen what great looks like – creative work that works for brands and business.

    My ambition is to increase our strike rate – better commercial creativity MORE OF THE TIME, and IN NEW WAYS

    Here’s my ADAPT strategy….
  • Which means that I’m going to be focusing on 5 key areas
  • Transcript

    • 1. Win-Win Performance in Client Win-Win Performance in Client/Agency Relationships Ian Priest, IPA President & Founding Partner VCCP
    • 2. The marketing and communications industry Better commercial creativity Toreshape the business model to reflect an evolving and dynamic industry By adapting faster and better in 5key areas My ADAPT agenda Who are we talking to? What do we want to achieve? How do we do that? Why?
    • 3. A Alliances lesspitches/morepartnerships D Diversification lessone-dimensional/more multi-dimensional A Agility lesssetpiece/more realtime P Performance lesstime-based/more value-based T Talent lesstraditional/more diverse The 5 key areas
    • 4. 3rd October 2013 Alliances Adaptathon+experiments 3/4/5th February 2014 Diversification Adaptathon+experiments 7th/ 8th May 2014 Agility Adaptathon+experiments 8th July 2014 Performance Adaptathon+experiments 7th October 2014 Talent Adaptathon+experiments Adaptathon Schedule
    • 5. Less time-based, more value-based
    • 6. – Add marketing article Marketing Feature July 2014
    • 7. Setting the wider context
    • 8. From survive to thrive Source: Bellwether
    • 9. From tangible to intangible value 36% 44% 38% 37% 35% 35% 37% 60% 48% 42% 51% 50% 47% 4% 5% 4% 4% 4% 4% 5% 8% 7% 5% 9% 8% 7% 7% 9% 8% 8% 8% 8% 8% 11% 8% 9% 11% 10% 8% 53% 42% 50% 51% 54% 53% 51% 20% 37% 43% 29% 32% 38% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Undisclosed Value Disclosed Goodwilll Disclosed Intangible Assets (ex g/w) Tangible Net Assets Global Enterprise Value 2001 – 2013 (%) Intangible assets Tangible assets Source: 2014 BrandFinance® Global Intangible Finance Tracker (GIFT™)
    • 10. From cost reduction to topline growth
    • 11. From expenditure to investment
    • 12. A new evidence base
    • 13. Toward Win-Win Performance - Key findings from IPA/ISBA workshop
    • 14. “We need to focus less on cost, and more on value to the business” “It ends up being a trust issue between the client and the agency” “Scope of work needs to be clearer so we can cost accurately” All parties committed to a re-evaluation of time-based remuneration IPA/ISBA Workshop – May 2014
    • 15. Keen to explore the Coca-Cola approach Source: Unleashing the Creative in Everyone, November 3013: Jonathan Mildenhall in conversation with Ian Priest www.youtube.com/watch?v=G1P3r2EsAos
    • 16. Interested to make PBR work better IPA/ISBA Workshop – May 2014
    • 17. An appetite for new investment models OpEx CapEx VS
    • 18. Business performance principles:  Marketingshouldbeseenlessasashorttermanddiscretionary spendandmoreasan investment tohelpgrowthebusinessnowandinthefuture  Aminimum3yearbrandperspectiveisessentialinallcases,evenforquarterlybrandactivation programmes  Theindustryevidencebaseshouldbemorewidelysharedandusedtosetbudgetand planning parameters(e.g.sharedbusinessandmarketingobjectives,sharedeconometrics, shared trainingetc)  Businessoutcomes,notjustinputsandoutputs, shouldbetheframeofreferenceforScopeof Work  PBRshouldbeused asanincentiveforexcellenceinperformance overandabovebasemargin  Themarketingbudgetshouldaimtohaveapercentagesetaside forinnovation, experimentationandmeasurement  Opportunityexistsforco-invention andcollaborationontechIPprojects  Reviewingwin-winperformance shouldbeongoing, onaquarterly/sixmonthlybasis,plusa viewtothelongerterm,notjustannually Joint Industry Performance Charter (Draft)
    • 19. Relationship performance principles • Investingintheclient/agencyrelationshipwilldeliverabusinessreturn • Thebasisoftrust isacollaborative,clearworkingrelationship,withsharedobjectives, incentivesandclearKPIs • Thelong-term valueofrelationshipsshouldbebetterevaluatedandrewardedwithina relationshipandacrosstheindustrybycreatingarelationshipcontract • Ourapproachtorelationshipmanagementandremunerationhastoholdweightwithkey stakeholdersfrombothclientsandagenciesie CFO,CPO,CMOandCEO • Itistheresponsibilityofclientandagencythoughtleaderstosetthestandardforwin-win performance forthemarket • Thewayit’salwaysbeendone,isnotthewayithastobe! Sharingofnewandinterestingways needstobecomemoreregular Joint Industry Performance Charter (Draft)
    • 20. Today’s Performance Adaptathon - Setting expectations
    • 21. Who we represent IPA Finance Client Service ISBA Procurement Marketing Intermediaries
    • 22. Our narrative flow Provocation Inspiration Investigation Experimentation
    • 23. Inputs Outputs Outcomes Our mental framework for the day Fee Joint venturePBR
    • 24. Your participation in three AdaptLabs AdaptLabs • Time-based Remuneration led by Martin Telling, Omnicom Media Group, IPA FPG • Value-based Remuneration led by Deborah Cornwall, EE and ISBA Compag • Risk-based Remuneration led by Ian Priest, VCCP, IPA President
    • 25. Actions not words