Woodford announces new era of qualifications for agency practitioners in his inaugural address
In his inaugural address at the London Savoy today (15th April 2003), WCRS Chief Executive Stephen Woodford said the focus of his two year term as President of the IPA will be to build business confidence and to establish a firmer foundation for the advertising business as a profession through the introduction of an examination standard for agency practitioners entering the business.
The examination standard will be made up of two levels of qualification – one at entry level and one at manager level - and will build on the IPA Continuous Professional Development (CPD) programme which already has 4,700 people taking responsibility for their own development needs and is now a mandatory requirement for any agency applying for IPA membership.
The two levels of qualifications are:
1.a Certificate – designed to confirm new entrants to the industry have acquired a core base of knowledge, whatever discipline they are working in (from writing a good brief to evaluating effectiveness) after one year in the business.
2.a Diploma – aimed at people who’ve progressed through to manager level who have the potential to achieve director status. It is expected that these people will have had three years experience in the business.
Woodford said: ““I believe the time is right for the IPA to establish professional qualifications for the advertising business.”
“I think it is vital that we demonstrate to people joining this business that it is one which has a great deal to teach them, and that learning more about it will enrich their job and hopefully themselves.”
“The Diploma will be designed to confirm that participants are qualified for promotion and will ensure that they can truly ‘cover the waterfront’ in terms of their knowledge of the full range of marketing communications channels so necessary to clients and their brands in this ‘media neutral’ world.”
As to eligibility, both qualifications are open to existing IPA members. As to accessibility, the IPA will be developing comprehensive online training modules to ensure take up is good and that participation costs are as low as possible.
For a copy of Woodfords speech please click here
Note to editors:
The usual term of office for an IPA President is two years, although they are re-elected after their first year as part of the IPA election process.
Previous Presidents have included:
Bruce Haines, Group Chief Executive of Leo Burnett (April 2001 to April 2003)
Rupert Howell, CEO of Chime PLC (April 1999 to April 2001)
Graham Hinton, CEO of Bates Dorland (April 1997 to April 1999)
John Bartle, CEO of Bartle Bogle Hegarty (April 1995 to April 1997)
Chris Powell, CEO of BMP DDB Needham (April 1993 to April 1995)
Peter Mead, CEO of Abbott Mead Vickers.BBDO (April 1991 to April 1993)
The IPA is the industry body and professional institute for UK advertising, media and marketing communications agencies and was established in 1917 as a servicing body and to negotiate on behalf of its members with media bodies, government departments and unions. The IPA’s 228 corporate members represent the major part of the advertising agency business, handling advertising with an estimated value of some £7,000 million per year (over 80 per cent of advertising placed by agencies) on behalf of many tens of thousands of their client companies and organisations nationwide.
The IPA is also a founder member of CAF (Communications Agencies Federation) set up in December 2002 by the three UK agency trade bodies, the IPA (Institute of Practitioners in Advertising), the MCCA (Marketing Communication Consultants Association) and the PRCA (Public Relations Consultants Association) to provide a forum in which trade associations representing communications agencies exchange views, co-ordinate their work and manage joint projects
For further information:
Stephen Woodford, IPA President and Chief Executive of WCRS tel: 020 7806 5002
Hamish Pringle, IPA Director General tel: 020 7201 8201
Issued by: IPA Press Office 020 7201 8240
Last updated 17/06/2008