Partner Content

Ad industry gathers to hack the future of 'win-win' client agency relationships

Inaugural ADAPTATHON takes place on Thursday 3 October
Inaugural ADAPTATHON takes place on Thursday 3 October

The IPA - in association with Marketing - is holding its inaugural ADAPTATHON at Altitude, London, on Thursday 3 October 2013.

It is the first in the IPA’s groundbreaking series of innovation events where IPA, ISBA and Marketing Society members will "hack the future" of better client agency relationships.

Hosted by BBC TV and Radio 4 presenter Evan Davis, and with the support of both ISBA and The Marketing Society, this day of discovery will see participants looking at new ways to improve client-agency relationships. The day will cover topics including:

- New evidence of the link between better client-agency relationships and better commercial creativity with Ian Priest, IPA president, founding partner of VCCP and international managing director of Chime.

- New learnings from behavioural economics and how it can be applied to business relationships with John Kearon, chief juicer and founder,  BrainJuicer Group.

- New thinking from NLP and transactional analysis to explain and help optimise behaviours with Julie Hay, founding partner, Psychological Intelligence.

- New models of success from win-win relationships with Gavin Patterson, chief executive, BT Group and Cilla Snowball, group chairman and CEO of AMV BBDO; Craig Inglis, director of marketing at John Lewis and James Murphy, CEO of Adam & Eve DDB; and Richard Harding, chief purchasing officer at Land Rover and Simon Mathews, partner at Mindshare.

After an interactive morning of inspiration and education, participants will join three unique ADAPTLabs to set the agenda for:

- Starting as we mean to go on

- Continuous improvement in relationship management

- Changing the nature of relationships – from complexity to simplicity

The day will close with an enlightening session on making a difference, where ADAPTLab hosts will give group feedback as well as sharing ideas about how the industry as a whole can adapt the way we pitch, the way we manage relationships and the way we work better together to produce a win-win for clients and agencies.

The end of the first ADAPTATHON, will kick-start a 100-day programme of initiatives and experiments to put the theory into practice. The key findings will be reported and disseminated.

"The most critical alliance we have is with our clients," said IPA president Ian Priest. "Evidence suggests that a good client agency relationship gives competitive advantage. So finding new ways to adapt and optimise this relationship must be a win-win."

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

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