The IPA has drafted in Fold7 chief executive Marc Nohr to chair its commercial leadership group, establishing a new agenda as the industry comes under increasing pressure to adapt to the rise of martech giants and management consultancies.
Nohr, the former Kitcatt Nohr co-founder, has been on the main IPA board for the past eight years. He succeeds Karmarama’s Liz Wilson who has led the commercial leadership group since 2016.
As part of his new growth agenda, Nohr will work with leading commercial agency heads to examine how the agency business can transform itself, with a key focus being its relationship with technology.
The findings will shape group meetings, outputs, content and the IPA’s Business Growth Conference in July 2019.
Nohr said: “We recognise that advertising, and the advertising industry, has recalibrated greatly, changing shape in recent years with no sign of abating. Which presents us with a clear choice – lament the changes and try to justify our existence, or reinvent ourselves to be as relevant and potent as ever. It’s this latter option, which informs our new focus – driving the growth agenda. If we seek to learn and grow as practitioners we will grow our clients and if we grow our clients we will grow our businesses. That’s the principle.”
IPA director general Paul Bainsfair added: “It is imperative in these increasingly tough times that our agencies are commercially astute, collaboratively focused and, crucially, are appreciated for the value they bring to clients.
“To have Marc providing his decades-long agency experience and innovative approach to inform the commercial pillar of our IPA strategy will be invaluable to help achieve this and drive our business forward.”
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