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4A’s to roll out IPA learning in America

The IPA has today (25 June 2015) announced that the 4A’s, its American counterpart, will be adopting IPA learning and rolling out the IPA Foundation Certificate, the industry’s key entry level qualification, to its 750 member agencies in the American marketing and communications industry.


The 4As will initially run a pilot of the UK edition to their members. The aim is to work with the IPA to gather practitioner feedback and create a localised edition of the qualification for the US market. Three New York City agencies, McCann, mcgarrybowen and DDB, ‘beta tested’ the qualification ahead of it being offered to all of the 4A’s member agencies.

The IPA Foundation Certificate is the industry’s primary qualification aimed at graduates and practitioners with up to one year’s agency experience and since its inception in 2003, 7,869 industry practitioners have passed the Foundation Certificate. Since the launch of the IPA’s online qualifications more than 12,000 people have achieved an IPA qualification in more than 60 countries.

Paul Bainsfair, Director General, IPA said: “Our goal is to set benchmarks for best practice in the global advertising profession. There is clear evidence from our agencies in the UK of the direct and powerful link between investing in people and business performance. Ultimately our thinking adds value to our clients’ brands and drives real competitive growth.  I am therefore delighted we have collaborated with The American Association of Advertising Agencies to share our global benchmark of best practice learning with agencies and clients in the US advertising industry.”

Speaking on the announcement Nancy Hill, CEO, The American Association of Advertising Agencies (4A’s) said: “Attracting and retaining the very best talent is a universal truth to maintaining a leading position. I’m therefore delighted the 4a’s are working with the IPA, who provide internationally revered and respected qualifications. Together we can ensure 4A’s agencies get the best opportunity to remain pre-eminent."

Last updated 25/06/2015

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