IPA unveils scheme to better the way agencies and tech startups collaborate

The much debated tensions between agencies and tech startups are the focal point of an industry-backed initiative to improve tensions between the two.

The plan launched this week (7 April) and has been concocted by the Institute of Practitioners in Advertising (IPA). Comprised of three parts, the first aims to outline the key issues affecting how agencies and startups work together, with a range of articles that chart the experiences of innovators, tech startups, agencies and expert intermediaries.

Industry commentator Dominic Hills will explore the key issues from both sides in a piece that will exist on the IPA’s ‘Emerging Futures Hub’.

For phase two, the IPA will publish a series of case studies and best practice examples of agency and startup unions. The final phase will unveil a code of good conduct that both parties can commit to follow.

Nigel Gwilliam, consultant head of media and emerging tech, said: “Anecdotal evidence suggests that whilst examples of successful working relationships between agencies and tech start-ups exist, the collective opportunity would benefit from fewer instances of friction and confusion. The IPA is where competitive agencies collaborate for collective good, and by working with experts in this field we hope to raise the collective bar of understanding, engagement and best practice.”

The project comes as companies look to better the way they foster innovation, aware they need to be on top of the disruptions to their industries or risk commercial losses. Coca-Cola, Unilever, Visa and Diageo are building closer ties to entrepreneurs as a result, which is seeing them apply learnings from venture capitalists, particularly those that invest in tech.

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