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How do you brief for more diverse creativity? Join the debate online today…

Join the IPA Strategy Group’s open debate, launched online today on Tumblr and on Twitter (#IPAStrategy), to explore how agencies should brief for greater creative diversity.


The discussion will investigate how the increasingly diverse number and range of channels, technologies, products, services and even business models are affecting the creative briefing and creative development process, specifically looking at how this affects the way the industry briefs. Visit the Tumblr blog.

How it will work / how to get involved:

  • Each day this week, a series of case studies exemplifying effective creative diversity, including Lucky Generals ‘Rainbow Laces’, AMV/BBDO’s ‘Doritos Mariachi’, Grey New York’s ‘Unload Your 401k’ and Lemz Amsterdam’s ‘Terre Des Hommes’ campaigns, will be showcased on the Tumblr
  • Leading industry experts will then pose a series of provocative questions to the key strategists behind these famously awarded projects each day.
  • The conversation between these experts will then continue on Twitter (#IPAStrategy) each day:

Monday 28th July
Katie Mackay, Mother - @whatkatiewore

Tuesday 29th July
James Caig, Isobar - @jamescaig

Wednesday 30th July
Leo Rayman, Grey London - @leorayman

Thursday 31st July
Simon James, SapientNitro - @sapientnitro
Tim Claassen, Lemz Amsterdam - @timclaassen

Friday 1st August
Leo Rayman, Grey London - -@leorayman

  • Members of the public are invited to share their comments with these experts and ask them for their advice, thoughts and musings on the increasingly diversified landscape on Twitter (#IPAStrategy) and on the Tumblr.
  • At the end of each day the leading experts will summarise the main feedback from each of the day’s activities on the Tumblr.

Says Leo Rayman, Chairman, IPA Strategy Group and Head of Planning, Grey London: “Non-traditional, diverse types of creative ideas too often get pushed to the side. The greatest leaps of creativity require open-mindedness and an open approach to strategy and briefing. We’re going to investigate exactly what enables and blocks diversity in order to develop some guiding principles for the industry. We’d love to hear what you think. The floor is yours. Because Open Strategy begins with open debate.”

The research project has been inspired by the Diversification strand of Ian Priest’s ADAPT agenda. The results will be shared by the Group later this year and will also be incorporated into Ian Priest’s Commercial Creativity Contract, to be published early next year.

Last updated 29/07/2014

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