IPA President Ian Priest introduces the fourth chapter of his ADAPT agenda with a look at how the industry can attain win-win performance in client/agency relationships by moving towards less time based and more value/risk-based remuneration models. This presentation was shown at the IPA's Performance Adaptathon in London on 8th JUly 2014. Find out more at www.ipa.co.uk/adapt/performance and join in the conversation on Twitter using #ipadapt.
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IPA President Ian Priest strives for win-win performance in client/agency relationships
1. Win-Win Performance in Client
Win-Win Performance in
Client/Agency Relationships
Ian Priest, IPA President &
Founding Partner VCCP
2. The marketing and communications industry
Better commercial creativity
Toreshape the business model to reflect an evolving and dynamic
industry
By adapting faster and better in 5key areas
My ADAPT agenda
Who are we talking to?
What do we want to achieve?
How do we do that?
Why?
3. A Alliances lesspitches/morepartnerships
D Diversification lessone-dimensional/more multi-dimensional
A Agility lesssetpiece/more realtime
P Performance lesstime-based/more value-based
T Talent lesstraditional/more diverse
The 5 key areas
4. 3rd October 2013 Alliances Adaptathon+experiments
3/4/5th February 2014 Diversification Adaptathon+experiments
7th/ 8th May 2014 Agility Adaptathon+experiments
8th July 2014 Performance Adaptathon+experiments
7th October 2014 Talent Adaptathon+experiments
Adaptathon Schedule
15. “We need to focus less on cost, and more on value to
the business”
“It ends up being a trust issue between the client and
the agency”
“Scope of work needs to be clearer so we can cost
accurately”
All parties committed to a re-evaluation
of time-based remuneration
IPA/ISBA Workshop – May 2014
16. Keen to explore the Coca-Cola approach
Source: Unleashing the Creative in
Everyone, November 3013: Jonathan
Mildenhall in conversation with Ian Priest
www.youtube.com/watch?v=G1P3r2EsAos
25. Your participation in three AdaptLabs
AdaptLabs
• Time-based Remuneration
led by Martin Telling, Omnicom Media Group, IPA FPG
• Value-based Remuneration
led by Deborah Cornwall, EE and ISBA Compag
• Risk-based Remuneration
led by Ian Priest, VCCP, IPA President
Commercial creativity is at the heart of my Presidential Agenda for the IPA.
You’ve just seen what great looks like – creative work that works for brands and business.
My ambition is to increase our strike rate – better commercial creativity MORE OF THE TIME, and IN NEW WAYS
Here’s my ADAPT strategy….
Which means that I’m going to be focusing on 5 key areas