Adaptathons are part of IPA President Ian Priest’s long-term agenda to drive commercial creativity through a series of cross-industry initiatives, starting with better relationships and including diversification, agility, profit and talent.
The day focused on ‘Alliances’; the relationships between clients and agencies and how they could be improved for greater commercial gain. Says Priest; "Relationships are the high road to collaboration. The better the relationship; the greater the results".
Delegates came together to listen to a series of speakers including Julie Hay, John Kieron and client agency partnerships such as John Lewis’s Craig Inglis and Adam and Eve DDB’s James Murphy – who described their pairing as "happily disfunctional".
After lunch, delegates took part in ‘hackathon-style’ ADAPTlabs to explore how their relationships could be improved. The buzz and momentum of the day was ably managed by BBC TV and Radio 4 presenter, Evan Davis.