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PHD UAE is first media agency in Middle East to sit Foundation Certificate

The IPA has partnered with PHD, part of the Omnicom Media Group, to localise and adapt its professional education material and examination for Middle East media professionals. They are the first media agency executives to take and successfully pass the exam to secure the IPA's Foundation Certificate.


The IPA Foundation Certificate is an award-winning online learning program, designed to provide junior industry professionals with the knowledge to perform their day-to-day roles with confidence and expertise. The mandate of the certificate is to raise professional standards in the advertising industry and, since its inception 10 years ago, over 10,000 executives in the UK have been certified after passing the examination. PHD UAE is the first media agency in the region to take the examination for the localised Foundation Certificate, after the IPA sought its help to develop a dedicated program for the Middle East.

"The Foundation Certificate is a great introduction to the world of advertising and it gives individuals a thorough overview of how the industry works, as well as sets standards," said Michael Burns, Head of Export for IPA. "The IPA qualifications are renowned for the quality of their content, which is written and contributed by top agency practitioners. We have worked extensively with PHD in the UK, who partnered with the IPA to create the IPA Advanced Certificate, so it was only natural for us to partner with PHD UAE for a regional program from a media standpoint."

"PHD is all about "finding a better way", not just for ourselves or our clients but also for the industry in which we operate," commented Elda Choucair, managing director of PHD UAE. "Wherever it operates, PHD has always been a strong supporter of raising industry standards. One example is our longstanding relationship with the IPA. I am very proud of the proactive role we've taken in localising its Foundation Certificate for our industry and our team's results in the examination. We've partnered with the IPA because we see it as part of our role to develop the future talent of our industry, as they are the next generation of leaders and innovators."

Last updated 19/06/2014

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