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 Diversification, the Agility strand is now underway. It is designed to open the door to a more creative, higher-quality, nimbler, cost-effective way to work for both clients and agencies to optimise their potential and make them commercially viable. Follow the progress of the programme here and on the IPA website .

IPA ADAPT: Sharing your way to business success
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IPA ADAPT: Sharing your way to business success

IPA ADAPT: Is Open Strategy the key to fresh and diverse creativity?
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IPA ADAPT: Is Open Strategy the key to fresh and diverse creativity?

IPA ADAPT: Let's kick-start the remuneration revolution
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IPA ADAPT: Let's kick-start the remuneration revolution

IPA ADAPT: The door is open to new remuneration models, now is the time to push ahead
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IPA ADAPT: The door is open to new remuneration models, now is the time to push ahead

IPA ADAPT: Testing different payment models for clients and agencies
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IPA ADAPT: Testing different payment models for clients and agencies

IPA ADAPT: Changing the payment rules for clients and agencies
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IPA ADAPT: Changing the payment rules for clients and agencies

IPA ADAPT: Publicis CEO Karen Buchanan on the need to reframe effectiveness
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IPA ADAPT: Publicis CEO Karen Buchanan on the need to reframe effectiveness

IPA ADAPT: Ian Priest on reinventing remuneration
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IPA ADAPT: Ian Priest on reinventing remuneration

IPA ADAPT: Why adspend is an investment not an expense
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IPA ADAPT: Why adspend is an investment not an expense

IPA ADAPT: Partnership is at the heart of agility
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IPA ADAPT: Partnership is at the heart of agility

IPA ADAPT: The 'five point plan' for effective social media measurement
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IPA ADAPT: The 'five point plan' for effective social media measurement

IPA ADAPT: Ian Priest on the agile client-agency relationship
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IPA ADAPT: Ian Priest on the agile client-agency relationship

IPA ADAPT: Watch the highlights from last week's Agility Adaptathon
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IPA ADAPT: Watch the highlights from last week's Agility Adaptathon

IPA ADAPT: The client-agency agility revolution
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IPA ADAPT: The client-agency agility revolution

IPA ADAPT: Real-time media ushers in a new era
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IPA ADAPT: Real-time media ushers in a new era

IPA ADAPT: Alan Rusbridger on the Guardian's move from print to 'digital-first'
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IPA ADAPT: Alan Rusbridger on the Guardian's move from print to 'digital-first'

IPA ADAPT: Ad industry calls for framework to measure social media, not count it
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IPA ADAPT: Ad industry calls for framework to measure social media, not count it

Outthinking the competition is one of the hallmarks of successful marketing
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Outthinking the competition is one of the hallmarks of successful marketing

Diversification and the future chief marketing officer
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Diversification and the future chief marketing officer

IPA ADAPT: why agility is essential in modern marketing
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IPA ADAPT: why agility is essential in modern marketing

Not just business as usual: the new creative imperative
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Not just business as usual: the new creative imperative

IPA Adaptathon blog: Diversification means adding, not substituting
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IPA Adaptathon blog: Diversification means adding, not substituting

IPA Adaptathon blog: Formats change but core values remain the same
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IPA Adaptathon blog: Formats change but core values remain the same

IPA Adaptathon blog: How to get the best from tech
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IPA Adaptathon blog: How to get the best from tech

Diversification is opportunity for agencies, not a threat, says Unilever client
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Diversification is opportunity for agencies, not a threat, says Unilever client