IPA president: ‘brands need more commercial creativity from agencies’

The new IPA president, VCCP owner and head of Chime Ventures Ian Priest, has created a client council for the industry body and launched a series of “hackathon”-style events to help foster advertisers’ “commercial creativity”.

Meerkat
Priest is the owner of VCCP, which created the long-running Compare the Market meerkat campaigns.

In his inaugural address to IPA members in London today (17 April) Priest said the stagnant eonomy means brands are calling for agencies to be commercially creative and demonstrate value to their businesses more than ever.

To help define commercial creativity, the IPA has created a Client Council, made up of a number of “influential, forward thinking opinion formers” from a cross-section of industry sectors (members listed in box below. Priest said the Council will help advertisers “shape our common future”.

In June, the IPA will kick off a series of hackathon-style events with participants including both Client Council members and agency executives, who will be asked to demonstrate how they are adapting their way of working to deliver commercial creativity and also debate areas of best practice and thought leadership.

Also in the context of commercial creativity, the IPA is currently in dialogue with brand-side marketers about the “modern briefing” to ensure briefings contain enough commercial content to make agencies more agile and open to innovation and experimentation.

Taking the Oreo Superbowl lights out Twitter ad placement as an example, Priest suggested agencies could start acting like “real time publishers” by adapting old processes and also evaluating the success of campaigns in real time.

To build agencies’ skillets the IPA will be offering more digital training and qualifications in partnership with clients, building on connections already established with the likes of Google, Facebook and Twitter.

Priest concluded his speech by saying: “I make no apologies for my agenda focusing on the practical and action orientated – I have never been one for ideology or over intellectualisation – and trust that by the ned of my two years that through our combined actions we will have helped out industry to move into a new phase of confidence and prosperity. A new era of commercial creativity where we’ve evolved and adapted with our clients for the benefit of all.”

Client Council members

Sara Bennison – Barclays marketing communications director

Colin Cook – The Scottish Government head of digital strategy and programmes

Sally Cowdry – O2 marketing and consumer director

Roisin Donnelly – Procter and Gamble corporate marketing director and head of marketing

Andy Fennell – Diageo global CMO

Nigel Gilbert – Virgin Management key projects director

Chris MacLeod – Transport for London marketing director

David Magliano – The Co-operative Group brand director

Jonathan Mildenhall – Coca-Cola vice president of global advertising and content excellence

Will Orr – British Gas commercial director

David Pemsel – Guardian News and Media chief commercial officer

Steve Branakis – Google executive creative director

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here