Thursday, 30 September 2010

Magic and Logic

Client/agency relationships: the Magic and the Logic

I look after the Magic and Logic activity for the IPA which came out of our Value Framework initiative which was launched in September 2004 by the Chartered Institute of Purchasing & Supply (CIPS), the IPA and the Incorporated Society of British Advertisers (ISBA). It had an ambitious purpose: to improve professionalism in ways of working between all three memberships, through the development of an industry framework for relationship management and contract negotiation.

This is an image of the Magic and Logic white paper
The Magic and Logic 'white paper' was a direct result of this initiative, containing a valuable analysis of how the relationship between Marketing, Procurement and Agencies can work better to produce a win-win for all parties. A number of key publications resulted:

Magic and Logic: Successes Book (20.05.2009)
A 14% improvement in productivity, 30% greater efficiencies, a 10% increase in profits and a 50% budget saving. These are just some of the transformational effects that 23red, DDB, RMG Connect and BBH have experienced by employing the principles of the IPA’s Magic and Logic white paper in the re-engineering of their agencies.

Magic and Logic Challenges (20/08/2009)
As a result of the positive feedback Magic and Logic has received, the Value Framework Steering Group thought it would be helpful to practitioners to consolidate these challenges into a short set of questions they and their colleagues can focus on and then address. These are contained in Magic & Logic Challenges.

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