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Partnership is at the heart of agility

In this month's Marketing Magazine, IPA President Ian Priest discusses the issues surrounding the need for greater agility and why partnership between client and agencies is the key.


"The demands that digitisation, two-way conversations and real-time response put on brands requires both clients and agencies to become agile: more work, across more channels, faster, and with the same or smaller budgets. To achieve this, both client and agency have to adapt across the board: structures; working practices; briefing and approval processes; budgeting methodology; measurement; and taking risk," explains Priest.

Read more here.

Find out more about the ADAPT agenda, and book tickets for the next Adaptathon around Performance. 

Last updated 04/06/2014

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