About Learning and Continuous Professional Development

Here's how we help the best agencies and the best people in the industry become even better at what they do.

hero image

Agencies need to attract the best and brightest and continually nurture people's skills to keep up with the changing market. That's why we champion learning and development. Through our Continuous Professional Development (CPD) learning programme we help you not only meet your client's needs but achieve your business goals too.

For Registered Members: Login, Access Your Diary and Learning


The Power of Learning

    Why you need Continuous Professional Development

    CPD is widely recognised as a valuable learning tool to help agencies grow their business, increase client and staff retention, save on recruitment costs and win more pitches. It's powerful stuff.

    In fact, data gathered from agencies who achieved IPA CPD Gold in 2021 showed that they were enjoying:

    • 80% staff retention
    • £143,905 saved in recruitment fees
    • 564% return on CPD investment, or £5.64 for every £1 spent on L&D
    • 92% client retention

    For ambitious practitioners, CPD is not optional. It's essential to give their business the skills and professionalism that clients expect.

    In 2016 the IPA was awarded a Royal Charter, the gold standard for professional bodies. It is government recognition that an institution represents and regulates a genuine profession.

    CPD is a key driver in this, turning an ever more professional industry into an appropriately rewarded profession that attracts and retains the best and the brightest.

    Directory of IPA Courses and Qualifications

    Today over 30,000 people hold an IPA qualification in more than 80 countries.

    Our comprehensive training programme offers a wide range of courses and qualifications covering all four major practice areas:

    1. Media/Comms Planning
    2. Client Service/Commercial/HR
    3. Strategy/Planning/Effectiveness
    4. Creative/Production

    Bespoke training

    Our Professional Development team can help you plan a bespoke training programme to help meet your agency’s business objectives and your team’s career goals.

    One of the team will be happy to chat to you to take the brief. At this point, it is important you have a clear idea of the challenge you are aiming to solve. For example, it could be that the win ratio on pitches has dropped dramatically year-on-year, or churn has increased, fee negotiations haven’t been as successful recently or poor manager feedback has come through exit interviews. 

    We can also advise and negotiate rates with our regular trainers on one-off bespoke pieces of training that can be hosted in your agency. If you can fill a course with six or more delegates this can be extremely cost effective. Please submit the form to receive further information.

    IPA Qualifications available globally 

    Now you can take advantage of our award winning learning and development programme wherever you are in the world. And of course, if you can pop back to the UK, you're welcome to take advantage of our wide range of offline events and courses too. Lots of international practitioners do. 

    If you're unable to travel, email learning@ipa.co.uk and we can see if we can run a course in your country. We're here to help you as much as we can.

    We collaborate closely with representatives around the globe to localise content for your local market. So, whether you're working as an account director in Dubai, a marketing executive in Shanghai or a communications planner in Dallas, you can be sure our courses are relevant to your market. And in this fast changing world, we make sure all our courses are regularly updated to keep the content fresh and applicable.

    Download our Guide to IPA Courses and Qualifications (pdf)

    Learning and development journeys


    We are here to help you find the right training and development approach for you and your agency.

    Training and Development Team


    020 7235 7020

    Last updated 12 July 2022

    There is a clear link between CPD and a happy, successful organisation. When learning is part of the DNA of the agency it permeates everything you do. We all need to view ourselves and our companies as being in a constant state of progress.