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IPA to launch new tech innovation agenda

To facilitate and accelerate agencies’ understanding in the tech innovation arena the IPA today announces a new focussed agenda. Through the launch of two new groups and a founding partner role in Tech London Advocates the IPA wants to increase understanding and openly debate the impact technology is having on consumers, brands and agencies.

19/06/2015

The IPA MediaTech Group will look at the areas of programmatic, data aggregation, insight and analytics and will be headed up by Paul Mead, Founder and Managing Director, VCCP Media. The IPA BrandTech Group will look at innovation in brand building, creative and content development, customer experience, the internet of things, and customer engagement and ecommerce. This will be co-chaired by Lawrence Weber, Managing Partner Innovation, Karmarama and Mark Bell, Strategy Director, Dare.

Both groups will provide leadership in navigating the market, help agencies recruit the best and brightest talent, present a single industry point of view on key agency challenges and act as a rallying point between the IPA and the world of technology and start-ups. They will comprise agency representatives and will be overseen by Nigel Gwilliam, IPA Consultant Head of Media and Emerging Technology and Janet Hull OBE, IPA Director of Marketing and Reputation Management.

To support the founding partnership of the Tech London Advocates Creative Tech Working Group* the IPA is also hosting an event during London Tech week on Monday (15th June). This will bring together start-ups, scale-ups, angel investors, incubators and IPA member agencies, for a day of exploration and exchange to debate where creativity and tech meet.

The event will explore what agencies are looking for next in MediaTech and BrandTech and what technology is without marketing customer experience. The Future Foundation and NVest Ventures will also share new thinking on consumer engagement with tech.

Says Nigel Gwilliam, IPA Consultant Head of Media and Emerging Technology: “In its broadest sense, technology is already an everyday part of agency life. However, the rate of change with all the opportunities and challenges it brings is clearly accelerating. Building on the considerable individual progress many agencies have made to tap into this acceleration, we aim to act as a conduit for our members to the vibrant start-up communities in London, the UK and around the world.”

Says Paul Mead, Chairman of the IPA MediaTech Group and Founder and Managing Director, VCCP Media: “We’re only at the starting point in terms of the impact of technology on the agency business model and its something we see very much as an opportunity rather than a threat. We hope to help agencies navigate established platforms but also to foster closer relationships with an exciting new generation of media tech start ups.”

Says Lawrence Weber, Co-Chairman of the IPA BrandTech Group and Managing Partner Innovation, Karmarama: “The IPA has always been about bringing agencies together to understand their collective competitive environment and how to thrive within it. Now that technology holds the key to unlocking future agency growth and great, profitable work for our clients, it feels like a great time to be launching the BrandTech Group with Mark and the IPA.”

*The Tech London Advocates (TLA) is a private sector advisory group of over 1,600 leaders, experts and professionals focused on promoting and developing London's technology sector.

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Last updated 19/06/2015


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