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IPA Eff Fest: Ian Priest, IPA President
 

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.

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.

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    IPA Eff Fest: Ian Priest, IPA President IPA Eff Fest: Ian Priest, IPA President Presentation Transcript

    • 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 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
    • 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
    • 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 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
    • 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 Awards 2014 demonstrate the correlation? 3. Your views/inputs to my wider agenda