Marketing IAB Innovation

IPA unveils startup toolkit as it encourages agencies to foster ‘better working relationship’ with innovators


By Rebecca Stewart | Trends Editor

March 22, 2017 | 3 min read

The Institute for Practitioners in Advertising (IPA) has unveiled a 10-point pledge which agencies can sign up to and share with startups to demonstrate their commitment to “an open, fair, and jointly beneficial partnership”.


IPA unveils startup toolkit as it encourages agencies to foster ‘better working relationship’ with innovators

The best practice guide was revealed today (22 March) during Advertising Week Europe and is endorsed by the advertising body. It has been compiled by a range of industry luminaries including Lawrence Weber, managing partner innovation at Karmarama, David Caygill, creative technology director at Iris Worldwide and Hannah Blake, development lead at Founders Factory.

The pledge is accompanied by a more comprehensive toolkit but the overall 10-point plan is aimed at agencies and covers a broad range of practices - from promising to treat startups as partners instead of suppliers as well as a commitment to providing feedback within a reasonable timeframe.

"There is tremendous potential in collaboration between agencies and tech startups,” said Nigel Gwilliam consultant head of media and emerging tech at the IPA, “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 to maximise potential and minimise friction."

The move follows on from a scheme launched by the advertising body last year which aimed to better the way agencies and tech startups collaborated.

Lawrence Weber, managing partner of innovation,at Karmarama and chair of the IPA brand tech group said that in a landscape where innovation is "an expected part of business as usual rather than a peripheral value add," the toolkit would help agencies understand how to be good and long-term partners to small high-growth businesses.

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