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The real business effects of CPD

The IPA has today launched (2nd December 2014) 'Why CPD is good for your business'. The publication reveals that on average, Gold accredited agencies have a 65% pitch conversion rate, save over £123k on recruitment fees and have an 85% staff retention rate compared to an industry average of 70% (IPA Census Survey).


27 agencies have been awarded CPD Gold this year. The report provides case studies from 13 of these that demonstrate how implementing CPD has made a positive and measurable impact, and showcases a range of methods used to introduce successful Continuous Professional Development.

To achieve CPD Gold accreditation, companies must provide a submission showing they have employed creativity in building, a vibrant learning culture to support real commercial objectives, and go beyond regular working practices.

Case study highlights

  • Material is an agency that has put learning at the top of their agenda. They put clear targets in place that were easy to measure. Material has clever and innovative ways to learn and their enthusiasm and inventiveness stems from their belief that staff development is vital for business growth.
  • McCann Manchester shows how a Strategic Development Plan is a key document for any agency aiming for Gold, in that it forces an agency to consider how they can prove that their CPD activity contributed in some way to business success. McCann Manchester linked their CPD to their business objectives and as a result invested in a targeted 12 week intensive retraining programme, saving them costs on recruitment and giving them the talent they needed internally.
  • Posterscope had a year of significant change that required them to adapt regularly. Developing their people proved a vital ingredient in their success, and as part of this they implemented a brand new planning tool which led to the appointment of ‘super trainers’ to develop the more junior staff.

Says Kate Bruges, Co-Director of Talent, JWT and IPA Council member: “We’ve come a long way since CPD was launched. The goal was to professionalise the industry and introduce core best practice: appraisals, inductions and a minimum 16 hours learning and development annually.

“Fifteen years on, we have a culture of continuous professional development embedded in member agencies. Our talent has grown up in an environment where taking ownership of development, achieving industry recognised qualifications and commitment to learning - a minimum of 24 hours a year - is normal.”

Says Robert Hunter MD and Founder, Hunterlodge Advertising and Co-chair of the IPA Professional Development Group: “There is global acceptance that qualified staff are better at their jobs. In turn, this leads to better quality solutions, greater efficiencies, stronger morale, much happier clients and, most importantly, higher profits for all stakeholders. Our industry CEOs have acknowledged the huge importance of improving talent, rating CPD as the most important service offered by the IPA every year for the last ten years.”

Says Pete Markey, Chief Marketing Officer, Post Office and 2012 Chairman of Judges: “IPA member agencies are evidently seeing the direct and powerful link between investing in their people and business performance - for agencies at the very top of the game, these two elements are very evidently entwined. As a client it gives me an even greater confidence in how our excellent IPA member agencies are helping to drive real competitive advantage and results for a business like my own, by recognising and valuing the importance of their people.”

You can view the whole publication here.

To see the full CPD calendar of events please visit the CPD hub.

Last updated 04/12/2014

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