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.
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."