A journey through the entire brand communications process in just 30 hours of flexible online learning. 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, Associate Director - Strategy, 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 Pia Kingan, Media Lead, Sky
This module looks at the context in which creative communication operates – specifically to our industry but also within the wider commercial context in which we all operate.
Authored by Tom Darlington, Head of Insight, PHD Worldwide
This module helps us understand the various stakeholder roles involved in delivering an effective and creative communications solution and give some top tips of how we can collaborate and work better together.
Authored by Neil Godber, Executive Strategy Director, Wunderman Thompson
This fourth module starts with looking at the brief – interrogating it to understand what is really needed and also how a brief can support creativity.
Authored by Matt Philip, Head of Strategy and Lucy Hunt, Planning Business 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.
Authored by Debs Gerrard, EMEA Creative Director, The LEGO Group
In this module, we focus on the creative content development. We start by outlining why this module is important especially if you don’t work in a creative agency.
Authored by Simon Gregory, Joint Chief Strategy Officer, BBH London
This final module outlines the basic principles of evaluating effectiveness. 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 Eff Works 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.