Effectiveness Essentials Certificate

Understand the role and the need for effectiveness in your work in 10 hours of online learning.

Make better, more informed, more strategic decisions in your role and empower yourself to work more collaboratively, efficiently and effectively with the Effectiveness Essentials Certificate.

Who is this qualification for?

Primarily aimed at entry-level advertising practitioners in agency and client businesses. But anyone at any level from any department would benefit from the overview of the key thinking, knowledge and practices of effectiveness that Effectiveness Essentials offers.

Mid to senior practitioners in effectiveness, planning and strategy should embark on the Advanced Certificate in Effectiveness (formerly known as the Eff Test).

What are the benefits?

  • Discover lessons from award-winning effectiveness papers.
  • Understand the principles of effectiveness, why it matters and how you can make the case for commercial creativity.
  • Learn effectiveness best practice and why a culture of effectiveness should be embedded in your workplace.
  • Make better, more informed, more strategic decisions in your role.

View the full Effectiveness Essentials Certificate syllabus.

How is the qualification delivered and assessed?

  • Ten hours of online learning accessible through the IPA website on any device, or via the IPA Learning app.
  • Formal 30-minute multiple choice exam.
  • If you pass the exam, you will be awarded a digital certificate of completion and 1 MIPA star towards personal accreditation.

How do you book onto and access the qualification?

Please select your intake from the ‘Intakes’ drop down on this page and proceed to checkout.

Once booked, you can access and start your online learning via the IPA website. To access, please head to your personal IPA portal via the profile icon and click on ‘Training’. Or, visit your personal Training page.

Non members must complete this qualification by 31 December of their intake year.

Free Learning for IPA Members

The Effectiveness Essentials Certificate is free for IPA members. There is no completion deadline for IPA members, unless one has been set for you by your employer.


  • Members: Free.
  • Non-Members: £250+VAT.

If you are purchasing the Certificate as a business based outside of the UK and believe you should not be charged VAT on the sale, please get in touch with [email protected]. If your business is based in the EU, we will ask you to confirm your VAT number before making your booking. This VAT number will be recorded as part of your sale transaction. If your business is based outside the EU, we will ask for further evidence of your business location.


We operate a 14-day cancellation policy. Please view the Policies or further details:

Please see the Special T&Cs for our Ukraine Programme.

For more information, please email [email protected].

Please note: if you are taking one of our courses or qualifications through your employer or educational establishment, we may need to share your information – including your course or qualification results – with them. For further details about how we treat your personal data, please see our privacy policy.

The sooner those coming into marketing and advertising acquire a grasp of the fundamentals of effectiveness, the more able they will be to add value and to challenge the mistakes that so many make in our world. Effectiveness Essentials is a giant leap forward for our industry.