Incoming IPA president Ian Priest has today signalled his intention to place commercial creativity at the heart of the organisations agenda during his two year tenure at the helm.
Delivering his inaugural address as president Priest said: “We all recognise that clients want us for our creativity. But more than that, they want us for our commercial creativity. Creativity that demonstrably adds value to their businesses. Which in return, adds value to ours.”
Mindful of the ongoing climate of austerity which continues to pervade the advertising sector as much else Priest will seek to establish fresh partnerships with clients with a view to ‘the creation of a new commercial creative contract between clients and agencies to act as a guide for our mutual gain.’
With that in mind Priest has established a ‘Client Council’ composed of a cross-section of industry clients to work with the IPA during a series of hackathon style debates to discuss five separate strands: Alliances, Deliverables, Actions, Profit and Talent – or ADAPT for short.
Priest concluded: “We intend to create a lot of debate and then follow up with clear and actionable thought leadership and best practice content about how we as an industry should adapt, for everyone at large to share, comment and act upon.
“I trust that by the end of my two years that through our combined actions, we will have helped our industry to move into a new phase of confidence and prosperity, a new era of commercial creativity, where we’ve adapted with our clients for the benefit of all.”