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IPA qualifications now open to clients

The IPA’s renowned qualifications programme is now available to clients, as well as member agencies, to help them to better understand the advertising industry and increase their knowledge in key areas of the advertising process.


Says Patrick Mills, Director of Professional Development, IPA: “We are delighted to have opened our qualifications to clients. This is in response to our member agencies’ beliefs that great ideas happen when clients and agencies have an interconnected agenda and clear terms of engagement. This means creating shared learning and development and this can happen through participating in the IPA’s qualifications programme.”

The full list of Continuous Professional Development qualifications available to clients include:

Foundation Certificate
The award-winning Foundation Certificate learning is the industry’s key entry level qualification. Regardless of discipline, it provides new starters to the industry with the knowledge to perform their roles with confidence and expertise. Written by top industry practitioners, the Foundation Certificate is constantly updated to reflect the latest developments in the world of advertising. Topics covered include marketing, client service, research, evaluation, communications strategy, ideas and execution.

Eff Test
The Eff Test qualification covers definitions of effectiveness, evaluation and accountability, why businesses should invest in it, how it has developed over time, who has a stake in evaluation and current debates around the topic. Find out more from a recent delegate here.

Search Certificate
This qualification provides a 360-degree education in search marketing, from planning a PPC and an SEO campaign through to ongoing optimisation strategies and integrated media planning. It covers areas such as engine planning and channel selection, content targeting, keyword strategies, bid strategies and bid management tools and many more, including a product overview of the top tier engine systems.

The LegRegs qualification addresses key legal and regulatory issues. The programme comprises three modules: Basic Intellectual Property, Regulation in the UK and specific Areas of Interest, covering subjects such as the use of celebrities, data protection and digital content.

Commercial Certificate
Written by the IPA Finance Policy Group, the Commercial qualification has been created to give future industry leaders an education in finance. The qualification is made up of seven sections, with a total learning time of six hours and covers topics such as terminology - the language of finance, KPI’s and fees. Read a delegate view here.

Advanced Certificate
The Advanced Certificate offers participants a breadth of depth and understanding about the increasingly complex media world they operate in. The programme begins with a series of mandatory modules exploring the Media landscape, this includes subjects such as 'Metrics for Success,' 'Brand Behaviour,' and 'Planning for Integration.' This is then followed by nine elective modules focussing on different media channels such as Cinema, Print and Search.

Excellence Diploma
The Diploma is the IPA’s highest qualification and challenges candidates to develop a personal vision for how communications can build brands. The 15-month programme covers; the role of brands, people and brands, brands and channel thinking, brands and creativity, brands and measurement, and brands and leadership.

To sign up, or for more information, contact

About CPD
The IPA champions CPD to instil a culture of learning in member agencies as a platform for business success. The courses and qualifications, for staff of all disciplines and levels, enhance individual careers and set benchmarks for best practice across the advertising, media and marketing communications professions, supporting growth within each agency and the industry as a whole.

Last updated 22/01/2014

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