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IPA to improve agency and tech start-up working practices

The IPA has today (7 April 2016) launched a three-phase programme to improve understanding and working practices between agencies and tech start-ups.


The first phase of the project will humanise the current state of play by featuring a range of articles detailing the experiences of innovators, tech start-ups, agencies and expert intermediaries, on the IPA’s Emerging Futures Hub. They will be accompanied by a framing narrative from industry commentator Dominic Mills which will unpick the key issues from all sides.

The full collection of articles will be available in PDF format 
in early May. Register here to be the first to receive it.

The IPA will also bring the debate to an Advertising Week session on Wednesday 20th April. ‘Getting it right: innovating the way agencies work with start-ups’ will feature representatives from all sides including David Pattison, Business Consultant and Former IPA President; Christina Richardson, Owner of start-up Openr; Rose Lewis, Co-Founder of Collider; Hannah Blake, Open Innovation Director, MEC Global; and chaired by Dominic Mills.

Phase two will see the publication of case studies of successes and failures between agencies and tech start-ups, followed by a final phase that will see the publication of a concise code of good practice that both agencies and start-ups can commit to for mutual benefit.

Says Nigel Gwilliam, IPA Consultant Head of Media and Emerging Tech: “Anecdotal evidence suggests that whilst examples of successful working relationships between agencies and tech start-ups exist, the collective opportunity would benefit from fewer instances of friction and confusion. The IPA is where competitive agencies collaborate for collective good, and by working with experts in this field we hope to raise the collective bar of understanding, engagement and best practice.”

Further information about the Advertising Week Event ‘Getting it right: innovating the way agencies work with start-ups’ .

You can also join the conversation on Twitter: @IPA_Emerging #IPAStartingUp

Last updated 12/04/2016

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