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."


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


Jon Stewart's 'so f**king good' endorsement of Book of Mormon 'not offensive'
One year to go: how Team GB will carry London 2012 'halo effect' to Rio
Levitating hoverboard 'pushes boundaries' as Lexus launches campaign
A shoppable Rizzle Kicks music video is just a bit of a break from the norm
Diageo hunts for digital agency
Coca-Cola: sponsoring the Rugby World Cup a 'no-brainer' on home turf
Facebook defends video policy after 'lying, cheating and stealing' claims
Top 50 ad agencies see 'lowest profit margins for seven years'
Football stars Ronaldo and Neymar in PokerStars Facebook campaign
Somethin' Else raids Zenith for client role
Lidl shifts £70m media to Starcom
Very.co.uk creates shoppable YouTube ad with Rizzle Kicks and DJ Jazzy Jeff
Coding: the kids are alright, but what about the grown-ups?
Butlins chooses TH_NK for digital account
What WPP gets out of Providence/Chime deal
Brands need to be more Superman and less Clark Kent
Heineken hopes Rugby World Cup activity will boost flagging European sales
Brittany Ferries appoints £3.5m creative account to Designate
Lucozade Energy's 'largest ever' campaign aims to reposition brand as 'ally' of the busy
O2 turns Made in Chelsea star into the UK's pizza delivery boy
Zoella's network StyleHaul gives ten tips on vlogger campaigns
Tanqueray re-works Iggy Azalea's 'Fancy'
Connecting the travelling audience this Christmas with Spafax
Sponsored feature
Walker and De Souza split from Karmarama
How friction in planning creates extraordinary work
Breakfast Briefing: Selfridges Christmas shop, Apple, Ronaldo 'doesn't give a f**k about Fifa"
Andy Hart parts company with Microsoft after AOL ad sales deal
This ad stars a bike-stealing penguin
How news habits are formed, and why they continue to prosper
Tanqueray re-works Iggy Azalea's 'Fancy'