Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

ADAPT for better commercial creativity


Published on

Ian Priest, IPA President and Founding Partner of VCCP, outlines his ADAPT programme.

This 18 month programme aims to bring together the entire marketing and communications industry to reshape its business model and achieve better commercial creativity.

It covers five key strands: Alliances, Diversity, Profit and Talent.

For more information visit

Published in: Business, Technology
  • Be the first to comment

ADAPT for better commercial creativity

  1. 1. Adapt for better commercial creativity Ian Priest, IPA President & Founding Partner VCCP
  2. 2. The marketing and communications industry Better commercial creativity To reshape the business model to reflect an evolving and dynamic industry By adapting faster and better in 5 key areas Adapt for better commercial creativity Who are we talking to?Who are we talking to? What do we want to achieve?What do we want to achieve? How do we do that?How do we do that? Why?Why?
  3. 3. 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 less time-based/more value-based T Talent /Training less traditional/more diverse The 5 key areas
  4. 4. Cross industry participation C L I E N T S A G E N C I E S
  5. 5. The Vision
  6. 6. Better client agency relationships Better commercial creativity
  7. 7. Setting expectations
  8. 8. Trends in client/agency relationships Source: Bedford Group Consulting
  9. 9. The value of long-term partnerships 1950 3 cars in the top 10 list of best-selling cars of all time 2013
  10. 10. The cost of pitching Source: IPA/ISBA New Business Survey 2009 Clients estimate their internal pitch costs amount to almost £32,000 Debbie Morrison, ISBA It takes 6 to 9 months to bed down a new relationship David Magliano, The Co-operative Group Agencies Clients
  11. 11. 1962, Confessions of an Advertising Man 2013, Cannes
  12. 12. Copyright © 2013 APRAIS Ltd. 12 Agency Output Better relationships = better work +37% for Creative/+21% for Media
  13. 13. Collaboration is key Source: Illuminas/IPA Client Services Group
  14. 14. Today’s focus
  15. 15. Today is just the beginning