The Diversification strand of ADAPT brings the industry together to debate how agencies can expand their products and services for better commercial creativity.
As the digital economy and media landscape grow increasingly complex and competitive, now’s the time to explore how agencies and clients can adapt together to master change.
- Which products and services we can develop to capitalise on these new opportunities.
- How agencies and clients can collaborate with media owners, consumers and the cultural industries such as film, music and games to expand their portfolio.
- How new products and services need new business models to ensure a profitable future.
Join IPA President Ian Priest at our two Diversification events:
- On 3rd February, join a provocative evening debate with clients and agencies to shape the diversification agenda.
- On 4th and 5th February, join one of our three morning ADAPT labs to experiment with new ways of thinking and doing.
Tickets are now available. Purchase now.
Diversification is one of the four growth strategies outlined in Ansoff’s product/market matrix. It involves developing new products for new markets.
Back in 2006, we co-published a report with the Future Foundation which looked ahead to the next 10 years of the industry.
It predicted that the linear model between clients, agencies and media owners would change and become much more complex.
The future focus would be on channels, content and data. Agencies would compete with media owners, in-house creative departments and consumers for the marketing director’s attention.
The report also predicted the opportunity for brands to become a media company, content creator and distributor.
During this phase of ADAPT, we will discuss how far this vision of diversification has been realised and what the next ten years holds for our industry.
To kickstart the Diversification strand we hosted a talk with IPA Client Council member Jonathan Mildenhall, who described how he started a creative revolution at Coca-Cola.
Read our summary or watch the event video to learn how Mildenhall made creativity the responsibility of everyone in the organisation, shifting agency remuneration towards value rather than output and allocating budgets and time to innovation.
Our current President Ian Priest created his ADAPT agenda as the cornerstone of his two-year spell. It is a series of initiatives, think tanks and events we're calling ADAPTATHONS where clients and agencies work together to explore five key areas crucial to improving commercial creativity in an evolving advertising industry (Alliances, Diversification, Agility, Performance, Talent).
After a hugely successful Alliances launch, we moved on to talking about diversification in the first week of February 2014, with influential speakers setting the scene and sparking debate ahead of three AdaptLabs where the audience could participate freely as well.
Take a look at the Q&A with MediaCom's Nick Cohen to get a great understanding of what diversification means to him
View the photos from the eveningTuesday 4th February 2014AdaptLab 1
Alex Dunsdon and The Bakery hosted the first AdaptLab with IC Tomorrow at their London headquarters with expert insight from Jeremy Basset (Unilever), plus Piers Taylor and Sam Battams from Vizeum UK.
They explored the theme, "Software is eating the marketing industry. How can agencies make this work for them?”
Typically agencies sell communications and get paid for time. It seems nobody particularly likes this model. So what if you could sell useful technology instead - products and services that makes better customer experiences? And what if you got paid a license fee for this?
We believe that agencies can profit from a world where brands are increasingly using technology to do helpful things for customers.
The Tuesday morning workshop looked at...
i) "Beyond the Agencies” – BMW and Unilever shared where brands are looking for product and service innovation
ii) “The customer experiences enabled by technology” - short presentations from the best tech companies in UK
iii) “Taking technologies to market” - a working session on current brand problems
Wednesday 5th February 2014
Imagination partnered with Power to the Pixel and the BCMA for the second AdaptLab at Noho's Imagination Gallery in London.
They explored the theme, “Making the leap from the 30-second spot to multi-platform branded content”.
The session provided creative frameworks for helping to think outside the box in terms of content development. This doesn’t mean the end of 'the big idea' but rather experimenting with how to take it broader/wider/further including the skillsets and networks to help you get there.
Moderated by Paul Tyler (Handling Ideas) and Liz Rosenthal (Power to the Pixel), experts in generating multi-platform content, the day featured Warp Films producer Mary Burke (Southcliffe, This is England, Berberian Sound Studio), TV producer Colman Hutchinson (Who Wants to be a Millionaire, Blind Date) and Imagination experience designer Julian Baker (The Guinness Store House).
Participants then broke into groups and used LEGO to workshop new multi-platform learnings in a brief based on Tango led by Axel Chaldecott (Global Creative Director, JWT).
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Google hosted the third and final AdaptLab at Google Town Hall in London.
They explored the theme, “Data Makes Your Briefcase Heavy, Insight Makes You Rich!”
Truly understanding consumers and their behaviour has long been the responsibility of agencies. It’s a vital role in helping brands create and deliver great creative marketing strategies. Whilst the art of using data to unlock that sustainable competitive insight advantage remains unchanged, the world of data we have to explore as agencies has exploded in the digital age.
With Google speakers such as Mark Howe, Kirk Vallis, Paul Guerrieria and Alison Lomax, the workshop explored how to unlock the creative solution using some readily available data tools. Participants learnt how brands have successfully used data to transform their brand campaigns and strategies along with working on a live brief to generate their own insights.
Read about how data derived from digital platforms gives a real-time view into what consumers are thinking or doing
We will be reporting back soon on where we go in the next 100 days with diversification.
Whether you took part in the Diversification Adaptathon, or just want to give us your views, let us know what you think by emailing our Digital and Social Media Editor Matthew Ogborn firstname.lastname@example.org
This is the second in a series of chapters about the ADAPT agenda led by IPA President Ian Priest.
It reports on the main output from the Diversification ADAPTATHON™ and includes templates for how agencies and clients can become less one-dimensional and more multidimensional in their approach to business.
Open or download "D is for Diversification"
Jim Rothnie, New Business Director at McCann Manchester, explores how his company has moved forward on the back of the AdaptLab1 at The Bakery where innovation and technology companies explained news ways of thinking.
Check out the IPA's "Open Strategy" Tumblr blog which came about on the back of this Adaptathon.