Between the Lines: New IPA chief, new agenda

The most intimidating part of becoming the IPA president is that you have to tie yourself to a personal agenda. As Moray MacLennan will certainly realise as he begins taking soundings (page 1), there are few issues that have not been on a president's agenda at some time.

As a result, there is a real danger to set personal objectives that either look like a gimmick or are clearly unachievable during a two-year term of office.

That's not to say ex-presidents have not left their mark. Under Bruce Haines, progress was made in bringing creatives more into the IPA mainstream, while Stephen Woodford ushered in low-cost and largely online training. Now David Pattison, the current president, captures the prevailing mood well with his call for a more business-like industry.

What MacLennan must avoid is running at too many windmills. The IPA can be a stubborn beast which does not react kindly to a kick up the behind, but is amenable to being led gently but firmly in the right direction. An agenda high on pragmatism but low on rhetoric should be his aim.