The class of 2022 and 2020 share their experiences of the IPA Excellence Diploma in Brands. Dubbed the ”MBA of Brands”, the Diploma matches 20 brand leaders of tomorrow with world-class thinkers and cutting-edge makers via virtual classrooms, reading, debate, imaginative coursework and a mentoring programme.
Ross Newell, Worldwide Client Lead, m/Six, 2022
“During lockdown I completed the IPA Eff Test, got loads out of it and this ended up being the precursor for applying for the Diploma. As 2021 drew to a close I was weighing up whether I could balance a super busy day to day job (and life!) with an intense 10-month course but I’m so glad I went for it! The Diploma is one of the best things I’ve ever done in my career, it’s made me significantly better at my job and I’ve really evolved my approach to strategy and planning.
Were there days when I thought I’d bitten off more than I could chew? Absolutely. Did I feel a bit out of my depth on occasions? Too right. However, the skills that I developed have been invaluable and I learnt tonnes from the course chairs, inspirational speakers, my mentor and the other candidates.
If you are reading this debating whether to apply, I would definitely say go for it, don’t wait for the perfect time to do it as that doesn’t exist. You won’t regret it, you will finish the course with such a strong foundation to not only accelerate your career but also the brands your work on.”
Isabelle Bale, Creative Innovation Director, M&C Saatchi, 2022
“Having spent a year with some of the industry's brightest and most provocative thinkers, I'm delighted to have been given the chair's prize for this year's IPA Excellence Diploma in Brands. As each day, the culture war around the basic human rights of trans people gets more and more polarised, it's more important than ever that we embrace non-binary thinking.
The diploma gave me space and time to crystalise and improve my own thinking and I will be eternally grateful for that. I’d gladly do it again every few years if I could. I really look forward to seeing the work of future cohorts.
I'm very grateful for both Drum and M&C Saatchi World Services for supporting me during the course, especially Suneil Saraf, Luke Southern and Claire Coady #IPA #excellencediploma #branding #nonbinarythinking #transrights #transrightsarehumanrights.”
Emily Rich, Strategy Lead, Wavemaker, 2022
“I am so pleased and grateful to have been part of last year's IPA Brand Diploma cohort. I've made some great friends in my course-mates, and the teaching and guidance from guest presenters, the IPA and, obviously, the course leaders Amelia Torode and Sera Holland was second-to-none.
I'm also proud of myself for getting through it! There's no denying it's tough, alongside a full time job and the other joys of life, but it's also highly rewarding. And to win the John Bartle prize for best thesis was the absolute cherry on top of an amazing year!”
Lisa Gulley, Planning Director, Red Brick Road, 2022
"Brands keeping their promises was the inspiration for my IPA I Believe. And the IPA lived up to theirs. The IPA Excellence Diploma in Brand was indeed 10 intensive months of study, written submissions, TED-style talks and Vivas. The course deserves its reputation as “the MBA of brands”. It was also brilliant fun and no better way of meeting some of the industry’s great minds."
Alex Hurley, Business Director, JAA, 2022
“I am very proud to have completed this year’s Excellence Diploma in Brands from the IPA (Institute of Practitioners in Advertising). It is rare that we are afforded so much time to really consider the biggest challenges facing the industry and to be able to do so whilst being taught by some of it's greatest minds is a real honour.
It is certainly tough, but the most worthwhile things usually are, and I would absolutely recommend it to anyone given the opportunity. To meet such a talented group of fellow delegates was also a real privilege and an unexpected surprise after completing our first module on Zoom!”
Rachel D’Cunha, Strategy Partner, Wavemaker UK, 2020
“Completing the IPA Excellence Diploma was a privilege, and the experience has had an enduring influence on how I think and work. I’d had over 10 happy and fulfilling years’ experience within media agencies, and I was seeking to broaden my horizons beyond what was familiar to me.
I loved the course content and the fact the assignments covered a broad spectrum; not just long form writing abilities, but also core skills at the heart of our everyday work; critical thinking, a questioning mindset, persuasive argument, effective pitching, leadership, and bringing the best out of others, as well as yourself, under pressure.
The IPA Excellence Diploma exposes you to a dream wish-list of brilliant thinkers, writers, speakers and do-ers from the advertising industry, and this really helped me expand my thinking.
Most of all the course gives you the impetus to really learn and uncover what your own beliefs and perspectives are, and helps you find your voice to express them.”
Grace Letley, Managing Partner ‑ Strategy, Vizeum UK, 2020
"I had incredibly high expectations of the IPA Excellence Diploma. The experience surpassed them all.
The Diploma is challenging, inspiring, wildly informative, ability-stretching and confidence-building. By signing up to this qualification, you are dedicating time to learning, debating and knowledge-sharing with some of the brightest minds in the industry. Best of all, it’s an experience shared with a cohort of super-smart, candid and curious ad folk with a thirst to push the industry and themselves to be better.
Sera, Amelia and the IPA team have created a fantastic blueprint for the re-imagined IPA Excellence Diploma and I hope many more cohorts will benefit from undertaking the challenge."
Emily Scovell, Joint Head of Planning, Mindshare UK, 2020
"I was at a point in my career where I really wanted to push my thinking onwards, particularly broadening my understanding of marketing theory and effectiveness, as well as wanting to be able to properly articulate my views. I craved the discipline that studying would bring to these endeavours, and the accompanying deadlines to ensure I pursued them.
The discipline and deadlines were tougher than I had imagined, but in equal measures, more rewarding. Everything I consumed, learned, or was inspired by, was immediately injectable back into real-life work.
Overall, the Diploma was a rollercoaster of self-discovery, confidence peaks and troughs, and constant refinement. I came out of it MUCH better read, with stronger critical thinking skills, sharper viewpoints and more tools in my arsenal.
Undoubtedly the best aspect of the entire program, is the network that was built within and lives on."
Chris Evans, Global Business Operations Director - Diageo, OMG/PHD, 2020
"Without doubt the IPA Excellence Diploma is one the best things I’ve done in my career.
I’d hoped to build my professional confidence and competence, but came away with much more thanks to a wonderful group of people - from the IPA team, to our chairs and mentors, to my fellow #IPAExDip21 classmates. I’m still in touch with and learning from my brilliant classmates a year on which I think speaks volumes.
The course content the Qualification Chairs, Amelia and Sera, curated was great. Striking the right balance of academic and more practical learning. They challenged us as individuals and teams throughout and went above and beyond with their support and approachability too. Plus they are inspiring industry leaders and lovely people to boot.
And all that is without mentioning the ridiculous line-up of other contributors – from guest speakers to judges, which was a veritable who’s who of industry luminaries past and present.
The IPA Excellence Diploma is a privilege. If you can do it, you absolutely should. You will love it and only hate it a little bit, at times, but in a good way."
Find out more and apply for the next intake
If you have any questions about the Excellence Diploma in Brands, get in touch at learning@ipa.co.uk.
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