IPA president unveils hackathon-style initiative to engage marketers and agencies

Ian Priest: IPA president announced his Adaptathons initiative at Cannes
Ian Priest: IPA president announced his Adaptathons initiative at Cannes

Ian Priest, president of the IPA, is attempting to strengthen the bridge between marketers and agencies with a series of hackathon-type events dubbed Adaptathons, the first of which will kick off this autumn.

Priest announced the initiative today during his address to delegates at a client-agency session at the Cannes Lions ad festival this week.

The IPA will hold five Adaptathons over the next 18 months. Each event will feature a number of experiments designed to "hack the future" of the industry by "putting into practice new thinking and fresh approaches between clients and agencies". The first will focus on alliances – how clients and agencies can better work together.

At Cannes, Priest chaired an IPA breakfast session, with a panel including Jonathan Mildenhall, Coca-Cola vice-president of global advertising strategy and creative excellence, Google EMEA creative director Steve Vranakis, and Johnny Hornby, CHI founder.

Priest said: "It is my intention that the Adapt programme and its various initiatives focused around the Adaptathon events will inspire both clients and agencies to open up and experiment.

"For this to work requires both sides of the equation to get involved in the programme and work together to evolve best practice, oust bad practice, genuinely innovate and share learnings to help shape our common future."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest

Jameson collaborates with Wild Beasts and illustrator on GIF novel
Technics apes Beats with music platform launch
EE is BT's last chance to transform into a 'consumer champion'
Coke to sponsor Rugby World Cup 2015
'Irresponsible' Walking Dead ad rapped by ASA
Selfridges and Mini partner for chauffeured shopping service
Lastminute.com snapped up for £76m by Swiss travel firm Bravofly Rumbo
How marketing can prevent a future of dystopian connected cities
Laura Jordan Bambach's creative pick of 2014: Brothers In Arms
Top 10 ads of the week: Ant & Dec take the top spot for Morrison's
Honda's Instagram and YouTube channels get the Skeletor treatment
Burberry offers personalised Christmas gift advice on Twitter
This week's top festive Vines: Mastercard, GoPro and eBay
Barclaycard boosts wearable tech investment with contactless gloves
Mazda transforms car into musical instrument in YouTube film
Watch: Alzheimer Nederland hijacks Google Zeitgeist 2014
John Lewis' #Montythepenguin Christmas ad beats Sainsbury's WWI spot in 'likeability' stakes
Lenovo jumps on selfie bandwagon with #Holiday360 Christmas campaign
Soft drinks industry hits back at sugar tax report
BT cannot drop the ball on mobile again with EE
Burberry pairs Naomi Campbell and Jourdan Dunn for summer 2015 campaign
Virgin Holidays introduces VR-style tech with Google Cardboard and Disney tie-up
Nissan and Microsoft call on next gen engineers to envisage future of 'connected cars'
Leo Burnett's Justin Tindall's creative pick of 2014: #LidlSurprises
BT to acquire EE for £12.5bn in radical mobile shake-up
Honda launches Xbox challenge in 'the other side' activity
P&G TV ad for Ariel warns liquitabs pose danger to kids
Supermarkets missing out on festive cheer as sales lag
Viral review: Facebook finds its humanity with quirky series
Amputee singer stars in Channel 4 riposte to music of ITV's 'The X Factor'