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

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
Why behavioural economics can help brands to tell a great story
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
The language of content and how to find an agency that is fluent
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Building Partnerships: why collaboration is key
Sponsored feature
It's not just mums setting consumer trends in 2014, says Netmums founder, it's dads too
Lynx tells men not to leave love to fate
Why #NoMakeUpSelfie should inspire charities to cash in on social vanity
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Building Partnerships: Four ways to make brand relationships work
Sponsored feature
Sponsor TVPlayer - the UK's fastest growing free live TV service
Sponsored feature
Blogging: how to make friends and influence people
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
5 things marketers need to know about extreme consumers
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign