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Better commercial creativity Ian Priest, IPA President & Founding Partner VCCP Eff Fest – 15 th October 2013

IPA Eff Fest: Ian Priest, IPA President

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Presentation given by Ian Priest, IPA President, at the IPA's Eff Festival - a one day conference challenging conventional thinking on the value of creativity.

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  • 1. Better commercial creativity Ian Priest, IPA President & Founding Partner VCCP Eff Fest 15th October 2013

2. ECONOMICCOMMERCIALTECHNOLOGICALCREATIVE 3. Adapt for better commercial creativity Who are we talking to? The marketing and communications industry What do we want to achieve? Better commercial creativity Why? To reshape the business model to reflect an evolving and dynamic industry How do we do that? By adapting faster and better in 5 key areas 4. The 5 key areas A Alliancesless pitches /more partnershipsDDiversificationless one-dimensional/more multi-dimensionalAAgilityless set piece/more real timePProfit (Payment/ Procurement)less time-based/more value-basedTTalent (Technology/ Training)less traditional/more diverse 5. The Vision 6. Better client agency relationshipsBetter commercial creativity 7. Trends in client/agency relationshipsSource: Bedford Group Consulting 8. The value of long-term partnerships 20133 cars in the top 10 list of best-selling cars of all time1950 9. The cost of pitching AgenciesLarge agency99 daysClients178,000Clients estimate their internal pitch costs amount to 31,756 Debbie Morrison, ISBAMedium agencySmall agency72 days90,000 It takes 6 to 9 months to bed down a new relationship47 days65,000Source: IPA/ISBA New Business Survey 2009David Magliano, The Co-operative Group 10. Jonathan Mildenhall 1962, Confessions of an Advertising Man2013, Cannes 11. Better relationships = better work +37% for Creative/+21% for MediaAgency Output Copyright 2013 APRAIS Ltd.13 12. Your thoughts 1. How does value of relationship link to value of creativity and business impact? 2. Can the Effectiveness Awards 2014 demonstrate the correlation? 3. Your views/inputs to my wider agenda