IPA Adaptathon focuses on alliances

Leading figures from the client, agency and intermediary sides of the advertising industry gathered at Altitude, London on 3rd October 2013 for the first in a series of five IPA- led Adaptathons that will take place over the next eighteen months.

Adaptathons are part of IPA President Ian Priest’s long-term agenda to drive commercial creativity through a series of cross-industry initiatives, starting with better relationships and including diversification, agility, profit and talent.

The day focused on ‘Alliances’; the relationships between clients and agencies and how they could be improved for greater commercial gain. Says Priest; "Relationships are the high road to collaboration. The better the relationship; the greater the results".

Delegates came together to listen to a series of speakers including Julie Hay, John Kieron and client agency partnerships such as John Lewis’s Craig Inglis and Adam and Eve DDB’s James Murphy – who described their pairing as "happily disfunctional".

After lunch, delegates took part in ‘hackathon-style’ ADAPTlabs to explore how their relationships could be improved. The buzz and momentum of the day was ably managed by BBC TV and Radio 4 presenter, Evan Davis.

Visit our dedicated IPA Adaptathon page

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

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