The IPA's new ADAPT programme, led by President Ian Priest, is designed to help the marketing and communications industry to evolve faster to accelerate growth.  ADAPT will bring clients and agencies together to explore five key strands  (Alliances, Diversification, Agility, Profit, Talent) over the next 18 months through a series of initiatives, think tanks and events. The programme is supported by The Marketing Society and ISBA.

Following the success of Alliances, the Diversification strand is now underway. It is designed to act as a catalyst for discussion with clients and agencies about how to work better together to fully integrate new format and platform opportunities, optimise their creative potential and make them commercially viable. Follow the progress of the programme here and on the IPA website .