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


How behavioural economics was used to herd shoppers
Campaign Viral Chart: True Detective trailer in number one spot
AOL's Graham Moysey on why we need to invest in people to evolve
Netmums partners with Boots to create branded content hub
Forget millennials, brands need to win over Generation Z
Ben & Jerry's backs two social start-ups as part of ethical drive
'Charlie bit my finger again': Delta Airlines taps into meme culture with quirky safety video
Ex-alcoholic, gay 'disrupter' launches London mayor bid with online film
Survivors UK to launch online male rape awareness campaign
Sony extends Uefa Champions League sponsorship for estimated £45m a year
Literary insights - 7: Wailing Ghosts
Thriving digital listening opens up new opportunities
The ideas that blew Alex Holder away at D&AD 2015
Sponsored feature
Trinity Mirror considers appeal of £1.2m phone-hacking charges
The freelance life: a motion graphic designer in London
Sponsored feature
The DMA and IDM merge to create Europe's largest marketing trade body
Five black Pencils awarded at D&AD 2015
Why Adidas created content that no one will ever see
YouTube rolls out video advertisement feature
Diageo and BBH end 15-year relationship
Get your kit off
'When I grow up, I want to work in employer branding,' said no one, ever.
Sponsored feature
KFC resurrects 'The Colonel' after 20-year hiatus
Spotify takes on YouTube by adding video
Lego: social media is nothing but tech that enhances social behaviour
How Berlin-based start-ups are rewriting innovation for marketers
Poltergeist terrifies unsuspecting cinema goers in Vue stunt
Rajar Q1 2015: Commercial radio loses out as BBC makes minor gains
Yahoo promotes two senior marketers in latest reshuffle
Rajar Q1 2015: Magic's national boost pays dividends for Bauer Media