Haines airs creativity manifesto for IPA term

A trio of top creative directors is to work with Bruce Haines, the

newly installed IPA president, on getting more creatives involved with

the agency trade body.



Haines, the Leagas Delaney chairman, was formally elected this week and

immediately pledged to put greater involvement by creatives at the top

of his agenda.



'We need to do much more to promote our own creative stars and the

quality of their work,' he told members. 'We need to involve creative

people in the IPA to a degree that they are not currently.'



Robert Campbell, a founding partner of Rainey Kelly Campbell Roalfe/Y&R,

and Cheetham Bell JWT's Andy Cheetham - the only creative directors on

the IPA's council - will work on the task with Chris O'Shea, the

chairman of the IPA Creative Directors' Forum.



They will make their recommendations to a meeting of the council in

September.



Haines suggested that, in order to overcome the reluctance of creatives

to become involved in IPA affairs, the organisation should be used as a

forum to break down the barriers between them and media people.



Meanwhile, he has committed himself to overhauling the way the IPA

governs itself, focusing on the role of the President's Committee.



A working party chaired by David Kershaw, the M&C Saatchi founding

partner, will look at the command structure in response to concerns that

the council merely rubber stamps what the President's Committee

decides.



'The idea that the real agenda and decisions are agreed over dinner the

night before a council meeting is widely viewed as, on the one hand,

necessary because of the size of the council and, on the other hand, as

somewhat shady practice,' Haines said.



He suggested that the President's Committee should be replaced by an

executive committee of chairmen of key committees, which will meet once

every two months and produce 'green papers' for distribution to council

members before their meeting.



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