Better
commercial creativity
Ian Priest, IPA President &
Founding Partner VCCP
Eff Fest – 15th October 2013
ECONOMIC

COMMERCIAL

TECHNOLOGICAL

CREATIVE
Adapt for better commercial creativity
Who are we talking to?
The marketing and communications industry
What do we want to...
The 5 key areas
A Alliances

less pitches /more partnerships

D

Diversification

less one-dimensional/more multi-dimensio...
The Vision
Better client agency relationships

Better commercial creativity
Trends in client/agency relationships

Source: Bedford Group Consulting
The value of long-term
partnerships
2013

3 cars in the top 10 list of best-selling cars of all time

1950
The cost of pitching
Agencies

Large
agency

99 days

Clients

£178,000

Clients estimate their
internal pitch costs
amoun...
Jonathan Mildenhall
1962, Confessions of an
Advertising Man

2013, Cannes
Better relationships = better work
+37% for Creative/+21% for Media

Agency Output
Copyright © 2013 APRAIS Ltd.

13
Your thoughts
1. How does value of relationship link to value of
creativity and business impact?
2. Can the Effectiveness ...
IPA Eff Fest: Ian Priest, IPA President
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IPA Eff Fest: Ian Priest, IPA President

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Presentation given by Ian Priest, IPA President, at the IPA's Eff Festival - a one day conference challenging conventional thinking on the value of creativity.

Published in: Business, Technology
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IPA Eff Fest: Ian Priest, IPA President

  1. 1. Better commercial creativity Ian Priest, IPA President & Founding Partner VCCP Eff Fest – 15th October 2013
  2. 2. ECONOMIC COMMERCIAL TECHNOLOGICAL CREATIVE
  3. 3. Adapt for better commercial creativity Who are we talking to? The marketing and communications industry What do we want to achieve? Better commercial creativity Why? To reshape the business model to reflect an evolving and dynamic industry How do we do that? By adapting faster and better in 5 key areas
  4. 4. The 5 key areas A Alliances less pitches /more partnerships D Diversification less one-dimensional/more multi-dimensional A Agility less set piece/more real time P Profit (Payment/ Procurement) less time-based/more value-based T Talent (Technology/ Training) less traditional/more diverse
  5. 5. The Vision
  6. 6. Better client agency relationships Better commercial creativity
  7. 7. Trends in client/agency relationships Source: Bedford Group Consulting
  8. 8. The value of long-term partnerships 2013 3 cars in the top 10 list of best-selling cars of all time 1950
  9. 9. The cost of pitching Agencies Large agency 99 days Clients £178,000 Clients estimate their internal pitch costs amount to £31,756 Debbie Morrison, ISBA Medium agency Small agency 72 days £90,000 It takes 6 to 9 months to bed down a new relationship 47 days £65,000 Source: IPA/ISBA New Business Survey 2009 David Magliano, The Co-operative Group
  10. 10. Jonathan Mildenhall 1962, Confessions of an Advertising Man 2013, Cannes
  11. 11. Better relationships = better work +37% for Creative/+21% for Media Agency Output Copyright © 2013 APRAIS Ltd. 13
  12. 12. Your thoughts 1. How does value of relationship link to value of creativity and business impact? 2. Can the Effectiveness Awards 2014 demonstrate the correlation? 3. Your views/inputs to my wider agenda
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