Leading agencies make pledge to tech start-ups

One month after launching a pledge to facilitate better relationships between agencies and tech start-ups, the IPA are proud to announce the first wave of agencies to have signed up.

Among the IPA member agencies who have committed to improving relationship and working practices with tech start-ups are: Brothers & Sisters, Geometry, The Iris Nursery, Karmarama, McCann Central, MEC, Publicis Media and MediaCom.

The ten-point pledge, launched at Advertising Week Europe in May, features promises from agencies to demonstrate their commitment to open, fair, and jointly beneficial partnerships.

The pledge is a key element of a unique Good Practice Toolkit that also includes practical tips for both agencies and tech start-ups and a four-part checklist that can be reviewed before, during and post initial project scope meetings.

The Iris Nursery Managing Director Dave Caygill said; “Working with tech start-ups brings fresh energy, new ideas, innovation and dynamism for the benefit of both parties – and crucially for our clients. To get the best out of this working relationship requires mutual respect and agreed working practices, something which this pledge sets out clearly and publicly and is the precise reason why we’re putting our names to it.”

Nigel Gwilliam, Consultant Head of Media & Emerging Tech at the IPA, added; “Agencies signing up to this pledge are declaring overtly, and from the outset, that they are committed to best working practices with their tech start-up partners. Congratulations to these agencies who are leading the charge and we look forward to many more following suit.”

You can download the pledge and Best Practice Guide here. For further insights into the agency/tech start-up relationship, visit the IPA’s Emerging Futures medium. You can also download the IPA’s Agencies and Tech Start-ups: The State of Play guide, published last year, featuring a collection of articles written by some of the leading industry innovators, tech start-ups, agencies and expert intermediaries, on the realities of agency/tech start-up interaction.

Last updated 21 January 2022