Ian Priest, MD International at Chime, addresses senior advertising leaders for first time as President of the IPA

Ian Priest, MD International at Chime and the new President of the IPA, will concentrate on developing “commercial creativity” during his two-year stint.

Delivering his inaugural address at the IPA Members Lunch at The Waldorf Hilton in London, Ian Priest unveiled his agenda, pledging to focus on working with clients to meet the challenges and opportunities of the “always-on” world:

“We all recognise that clients want us for our creativity. But more than that, they want us for our commercial creativity. Creativity that demonstrably adds value to their businesses. Which in turn, adds value to ours."

Priest announced his first action as President: to invite a group of clients to join forces with the IPA and create a new ‘Client Council’ to drive a common future. Ian also said that his agenda would cover five strands that form the acronym "ADAPT: "Alliances, Deliverables, Actions, Profit and Talent." The strands will be brought to life through a series of events during the two years of Priest’s presidency, during which agencies and clients will be able to interact – starting at in June.

He added: "We intend to create a lot of debate and then follow up with clear and actionable thought leadership and best practice content about how we as an industry should adapt, for everyone at large to share, comment and act upon."

Watch Ian Priest’s speech here – http://www.youtube.com/watch?v=QqLJtkr-5J0