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.

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

2. ECONOMIC
COMMERCIAL
TECHNOLOGICAL
CREATIVE

4. 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

5. The 5 key areas
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/ Procurement)
less time-based/more value-based
T
Talent (Technology/ Training)
less traditional/more diverse

6. The Vision

8. Better client agency relationships
Better commercial creativity

9. Trends in client/agency relationships
Source: Bedford Group Consulting

10. The value of long-term
partnerships
2013
3 cars in the top 10 list of best-selling cars of all time
1950

11. The cost of pitching
Agencies
Large
agency
99 days
Clients
£178,000
Clients estimate their
internal pitch costs
amount to £31,756
Debbie Morrison, ISBA
Medium
agency
Small
agency
72 days
£90,000
It takes 6 to 9 months to
bed down a new
relationship
47 days
£65,000
Source: IPA/ISBA New Business Survey 2009
David Magliano,
The Co-operative Group

12. Jonathan Mildenhall
1962, Confessions of an
Advertising Man
2013, Cannes

13. Better relationships = better work
+37% for Creative/+21% for Media
Agency Output
Copyright © 2013 APRAIS Ltd.
13

14. 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