Please be informed that the IPA offices will be closed Friday 4th August.
We will respond to you as soon as we return on Monday 7th August.

Agencies can demonstrate commitment to tech-start up relationships by signing best practice pledge

Agencies can now demonstrate their commitment to open and jointly beneficial partnerships with tech start-ups by signing the IPA’s best-practice pledge.


The ten-point pledge follows the launch of the best practice toolkit in March which comprises practical tips for both agencies and tech start-ups, including a four-part checklist that can be reviewed before, during and post initial project scope meetings.

Once signed, agencies can supply their pledge to their tech start-up partner, and their name will be added to an IPA agency/tech start-up register.

The pledge document is available by emailing the IPA’s Consultant Head of Media and Emerging Technology, Nigel Gwilliam:

Says Nigel: "There is tremendous potential in collaboration between agencies and tech start-ups. But the very differences that make each attractive to the other can cause misunderstandings. With the help of a spectrum of experts in the field we have produced this best practice toolkit and pledge to maximise potential and minimise friction."

Says Lawrence Weber, Managing Partner Innovation, Karmarama and Chair of the IPA Brand Tech Group: "In a world where innovation is an expected part of business as usual rather than a peripheral value add, start-ups are a key partner for every type of agency. This best practice pledge and the toolkit will help agencies understand how to be good, long term partners to small, high growth businesses and help start-ups find agencies serious about working with them.”

Download the free Best Practice Toolkit here. And 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.

The IPA would like to thank its full list of Agencies and Start-up project contributors, including:

Lawrence Weber, Karmarama; Jim Kite, Publicis Media; David Caygill & Matt Rebeiro Iris Nursery; Justin Cross, Mediacom; Dan Machen, Hey Human; Felix Morgan, Livity; Rose Lewis, Collider; Ken Valledy, Tech2Brand; Hannah Blake, Founders Factory; David Pattison, Rezonence; Richard Fearn, The Friday Club; Nicole Yershon, Innovation People; Jeremy Bassett, Unilever Foundry; Christina Richardson, OpenR; Emily Forbes, Seenit; Paul Archer,; Tom New, Formisimo; Dominic Mills, Industry commentator.

Last updated 11/05/2017

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

Institute of Practitioners in Advertising (IPA)
© 2018 IPA. All rights reserved. No part of this
site may be reproduced without our permission.