This qualification is divided into seven modules designed to take candidates on a circular learning journey through the entire brand communications process.
Authored by Coral Cranmer, Head of Strategy and Planning, McCann Leeds and Gavin McDonald, Independent Strategy Director, McCann Leeds
The opening module is intended to remind us about the inspiring creative industry that we all work in - including references to its glorious past, dynamic present and exciting future. The module helps to outline and celebrate the role of creativity in both communications and the wider business community.
Authored by Adele Burns, Strategy Director, the7stars
This module highlights the evolution of the communications landscape from the analogue mainstream of the past, to the fragmented, highly digitised and rapidly evolving landscape of today. It looks at how agency models have changed within this landscape, from the increasing polarisation of the industry, with big communications groups at one end and the emergence of differently focused specialists at the other.
Authored by Tom Darlington, Global Group Strategy Director, PHD
This module has three parts: The first is client focused, including the (changing) role of the marketing director and considering clients’ work and priorities. The second part centres on agency response and interaction, while the third part outlines some of the necessary paperwork and processes.
Authored by Emerson Bramwell, Data Partner, Wavemaker
The key focus of this fourth module is the key theories, techniques and tools at the disposal of today’s marketers and agencies.
Authored by James Hankins, Strategy Director, Manning Gottlieb OMD
This module demonstrates media’s invaluable role as source, inspiration and enhancement of creativity and the creative process. It is approached from a media neutral standpoint and includes relevant theories, inspiring examples and helpful facts, to illustrate media’s changing profile as well as the role and relevance of different types of media.
Authored by Debs Gerrard, EMEA Creative Director, LEGO Group
In this module, we focus on the creative development process. We start from a general perspective: How to foster creativity in your everyday environment, through to a thorough step by step guide to the whys and wherefores of the creative communications development process: from receipt of the client brief, onto creation of the internal briefs through to the art of creative feedback.
Authored by Tom Roach, Executive Strategy Director
This final module outlines the importance of effectiveness to our industry. It illustrates some of the ways in which the IPA has been at the vanguard of this drive - as the home of the globally renowned Effectiveness Awards and through the development of many landmark works and theories such as those from Les Binet and Peter Field.
We have also provided a list of Recommended Resources for each module, ranging from blogs to books, that we encourage students to explore as wider reading on the subject matter.
Students must pass a formal online exam to achieve the Certificate. The exam comprises of essay questions.