IPA eyes longer client/agency relationships

Priest: calls for better working relationships
Priest: calls for better working relationships

The IPA has launched two templates to help agencies and their clients establish better working relationships.

It is hoped that agencies and clients will use the 100-Day Charter to manage the start of a new relationship. The Relationship Contract, meanwhile, is designed to provide a "psychological framework" for agencies and clients.

Ian Priest, the president of the IPA, said: "I’m keen that as an industry we can move towards a culture of fewer pitches and longer partnerships."

Priest added that he hoped the initiative would accelerate the time it takes an agency to become fully integrated into a client’s way of working.

The templates are part of the first chapter of the IPA’s commercial creative contract, published ahead of the President’s New Year Reception this evening (9 January).


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