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


Fold7 splits with Gocompare.com amid talk of Gio Compario's return
Reebok launches 'Hunt the Pump' Instagram treasure hunt
Is native advertising on Tinder creepy?
Publicis Blueprint loses founding client Asda
Campaign Viral Chart: Orange is the New Black trailer takes top spot
Ronseal claims to ditch 'does exactly what it says on the tin' strapline
Ewan McGregor parodies ad industry in BT campaign
Kathmandu to sponsor Discovery Networks adventure shows
Manifestos for marketers: Tory, Labour, Lib Dem, Green and UKIP promises to brands
Brands are out, customer relationships are in
Watch: how retailers like Lyle & Scott are using new beacon technology
Hyundai uses tyre tracks to send giant message to astronaut in space
Green Apple: tech brand buys city-sized forest in conservation push
Microsoft named as Bloomberg ad partner at airport Hub
Watch: How does advertising work?
Careers advisor tells young to deal drugs in jobseekers campaign
Spotify will enable brands to target ads based on the 'mood' of music fans
Microsoft named as Bloomberg ad partner at airport Hub
OgilvyOne wins global Ikea brief
Virgin Money continues TV campaign with skateboarding tortoise spot
Last Action Hero Standing: The Campaign Poll
Starcom hires Havas' Hancox for programmatic
5 things CMOs can do to get fired this year
Dove's 'faux-inspirational' campaign renders the brand insincere and irrelevant
What we can learn from Bond
Spike UK beats Sky Living with 89,000 average viewers on launch night
Entertainment meets marketing: Transmedia lessons from James Bond, Kingsman and Rolex
Watch: The Martin Sorrell interview
Watch: behind Westfield's virtual reality shopping pop-up Future Fashion
Cadbury enlists real-life spoon player in new spot for Dairy Milk Oat Crunch