Effectiveness Essentials Certificate

Understand the role and the need for effectiveness in your work in ten 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.

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 with at least 3 years' experience should embark on the Advanced Certificate in Effectiveness (formerly known as the Eff Test Certificate).

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.

See the Effectiveness Essentials Syllabus

How the learning is delivered and assessed

  • IPA members can access this qualification free of charge at any time. There is no completion deadline unless one is set by your employer.
  • Non members must complete this qualification by 31 December of their intake year.
  • 10-hours of online learning accessible through the IPA website on any device, or via the IPA Learning app
  • Examined via a 35-minute multiple-choice online exam.

Candidates who achieve a pass grade of 75% in the final exam will be awarded a digital certificate of completion and 1 MIPA star towards personal accreditation.


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

The IPA Effectiveness Essentials Certificate Policies are applicable to all bookings.

For more information, please email learning@ipa.co.uk.

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 & 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 thinking mankind.