It is the first in the where IPA, ISBA and Marketing Society members will "hack the future" of better client agency relationships.
Hosted by BBC TV and Radio 4 presenter Evan Davis, and with the support of both ISBA and The Marketing Society, this day of discovery will see participants looking at new ways to improve client-agency relationships. The day will cover topics including:
- New evidence of the link between better client-agency relationships and better commercial creativity with Ian Priest, IPA president, founding partner of VCCP and international managing director of Chime.
- New learnings from behavioural economics and how it can be applied to business relationships with John Kearon, chief juicer and founder, BrainJuicer Group.
- New thinking from NLP and transactional analysis to explain and help optimise behaviours with Julie Hay, founding partner, Psychological Intelligence.
- New models of success from win-win relationships with Gavin Patterson, chief executive, BT Group and Cilla Snowball, group chairman and CEO of AMV BBDO; Craig Inglis, director of marketing at John Lewis and James Murphy, CEO of Adam & Eve DDB; and Richard Harding, chief purchasing officer at Land Rover and Simon Mathews, partner at Mindshare.
After an interactive morning of inspiration and education, participants will join three unique ADAPTLabs to set the agenda for:
- Starting as we mean to go on
- Continuous improvement in relationship management
- Changing the nature of relationships – from complexity to simplicity
The day will close with an enlightening session on making a difference, where ADAPTLab hosts will give group feedback as well as sharing ideas about how the industry as a whole can adapt the way we pitch, the way we manage relationships and the way we work better together to produce a win-win for clients and agencies.
The end of the first ADAPTATHON, will kick-start a 100-day programme of initiatives and experiments to put the theory into practice. The key findings will be reported and disseminated.
"The most critical alliance we have is with our clients," said IPA president Ian Priest. "Evidence suggests that a good client agency relationship gives competitive advantage. So finding new ways to adapt and optimise this relationship must be a win-win."