Adapt for better commercial creativity

Ian Priest, IPA President & Founding Partner VCCP

The marketing and communications industry

Better commercial creativity

To reshape the business model to reflect an evolving and

dynamic industry

By adapting faster and better in 5 key areas

Adapt for better commercial creativity Who are we talking to? Who are we talking to?

What do we want to achieve?What do we want to achieve?

How do we do that?How do we do that?

Why? Why?

A Alliances less pitches /more partnerships

D Diversification less one-dimensional/more multi-

dimensional

A Agility less set piece/more real time

P Profit/Payment less time-based/more value-based

T Talent /Training less traditional/more diverse

The 5 key areas

Cross industry participation

CLIENTS

AGENCIES

The Vision

Better client agency relationships

Better commercial creativity

Setting expectations

Trends in client/agency relationships

Source: Bedford Group Consulting

The value of long-term partnerships

1950

3 cars in the top 10 list of best-selling cars of all time

2013

The cost of pitching

Source: IPA/ISBA New Business Survey 2009

Clients estimate their internal pitch costs amount

to almost £32,000

Debbie Morrison, ISBA

It takes 6 to 9 months to bed down a new

relationship

David Magliano, The Co-operative Group

Agencies Clients

1962, Confessions of an Advertising Man

2013, Cannes

Copyright © 2013 APRAIS Ltd.

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Agency Output

Better relationships = better work+37% for Creative/+21% for Media

Collaboration is key

Source: Illuminas/IPA Client Services Group

Today’s focus

Today is just the beginning