Robin Bonn, Seven Business Development Director, has written an article on creating content for people, rather than just at them for the CMA (Content Marketing Association). He argues that typical, video-led campaigns only scratch the surface of what content marketing can do. Genuine trust and advocacy comes from creating customer-targeted content that actually adds brand value, content which customers will actively seek out and even pay for, rather than just a few nice videos and promotional tools.
Robin believes the IPA’s Diversification Adaptathon could have explored this to a greater degree than it did. He wants a debate on content – which approaches work best and when.
Havas Media chief exec Paul Frampton "Lessons on adapting to change in the age of disruption"
Chris Chalk, Cheil Worldwide Global CSO, discusses the ‘agile consumer’ in his recent article for Campaign. He believes that to survive, agencies must learn to match the consumer in both spirit and speed. Successful agility, he says, is about managing the tension between staying true to a purpose that consumers will value, whilst also developing the ability to adapt quickly and act fast in the ‘always on’ market we now compete in.
Check out our latest Marketing magazine piece on Agility, with quotes from IPA President Ian Priest, Havas Media Strategy Director Alex Barclay, Transport for London Marketing Director Chris Macleod and Guardian News & Media Deputy Chief Executive David Pemsel, on what you could have expected from May's exciting two-day Agility Adaptathon.
Explore The Agility Adaptathon 2014 YouTube playlist packed full of the latest insight and debate.
WEDNESDAY 7TH MAY
IPA President Ian Priest launched our Agility Adaptathon with #IPASocialWorks AdaptLab 1 looking at agile social media measurement featuring blue chip clients Barclaycard, BP, RSA, Sony and TFL.
Our annual Members' Lunch followed featuring Guardian editor Alan Rusbridger and Evan Davis.
A mentally stimulating day of agile debate ended with the second AdaptLab 2 exploring Agile Media.
Blog: Why the advertising industry is calling for framework to measure social media, not count it.
Blog: Read up on James Devon's five-point plan for effective social media measurement (ROI).
Photos: Explore #IPASocialWorks AdaptLab 1 featuring MBA, Barclaycard, BP, RSA, Sony and TFL.
Slideshow: Click through the classy presentations below from the top industry speakers.
2014 IPA MEMBERS' LUNCH
Blog: Our star speaker Alan Rusbridger and the Guardian's move from print to digital-first.
Photos: See which top industry players headed to Altitude in London for great views, chat and food.
News: Les Binet, Head of Effectiveness at Adam&Eve DDB, awarded the President’s Medal.
News: IPA grants five Fellowships and five Honorary Fellowships to industry practitioners.
News: 27 IPA member agencies awarded for outstanding professional development.
Blog: Why the growth of real-time media trading could usher in a new era of effective advertising.
Blog: Nigel Gilbert reveals need for clarity and transparency when making use of programmatic.
Blog: Caspar Schlickum explains why people are still crucial for programmatic media buying.
Slideshow: Check out Caspar's presentation below. Click for Nigel Gilbert and Rohit Dhawan.
Photos: Immerse yourself in the Agile Media AdaptLab 2 including a heated but fun panel debate.
THURSDAY 8TH MAY
IPA President Ian Priest hosted the final Agility session on Agile Creative along with stellar speakers.
Blog: See the client-agency agility revolution through the eyes of Barclays and leading agencies.
Photos: Discover who joined our special Stateside guest John Winsor at our Creative session.
Slideshow: Explore John Winsor's presentation below. Click here for Chris Chaundler's one.