The Association of Accredited Advertising Agents Malaysia (4As) is offering 30 scholarships for the IPA Foundation Certificate. Twelve scholarships will be allocated to full-time advertising and marketing communications lecturers, and eighteen scholarships will be allocated to full-time employees of 4As member agencies with less than five years experience, to support the 4As’ commitment in raising industry standards by fostering continuous professional development for the attraction and retention of agency talent.
The IPA Foundation Certificate, developed by the Institute of Practitioners in Advertising (IPA) UK, is an award-winning and internationally recognised qualification that provides a holistic overview of the current advertising industry. The qualification is widely perceived as a rite of passage in the UK advertising industry. The 35-hour online course syllabus offers delegates a strong foundation and a comprehensive understanding of the marketing communications process, from understanding the advertisers’s business, writing strategy and briefs, media, ideation, creative development up to campaign effectiveness.
Over 1,500 candidates from 60 countries participate in the Foundation Certificate annually and the 4As partnered with the IPA to launch the certification locally in 2016.
Dato’ Johnny Mun, 4As President believes that targeting lecturers to participate in the IPA Foundation Certificate is an efficent and effective way to raise standards in the advertising and marketing communications industry.
Says Dato’ Johnny Mun, 4As President, “It is one of our priority pillars to continuously advance the level of competency and professionalism by equipping young talents with the necessary skills and tools to enable them to perform brilliantly in the careers. Our goal is to focus on ‘training the trainers’ as these IPA-certified lecturers will then be able to perform better at preparing their students to be job-ready after they graduate
“By enabling lecturers to be IPA-certified, they can then adapt these course materials, which are regularly updated by UK-based advertising practitioners, and tailor their course lectures to be relevant, current, and useful. In fact, from the 4As perspective, all lecturers teaching advertising nationwide should be IPA-certified,” adds Mun.
“Our industry is evolving at such a rapid pace that there is an urgent need to populate the vaccum with job-ready graduates,” Mun says. “The majority of lecturers who teach advertising and marketing commmunications have never worked in the industry. It’s theoretical knowledge, which while useful, does not help them understand the real work undertaken by industry practitioners. To that extent, the IPA qualification pits delegates, particularly lecturers, at a level playing field by encouraging creative and critical thinking.”
Eligibility for the 4As scholarship for the IPA Foundation Ceritifcate is open to Malaysians who are full-time lecturers in advertising and marketing communications. Interested lecturers must also submit their application with an official “letter of support” from the Faculty Dean or Head of College or University.
Applicants must also submit a brief essay on why they should be awarded the scholarship and how the knowledge gained will benefit their teaching methods.
The scholarship application closing date for the third intake of the IPA Foundation Ceritifcate is 17 March . The written exam is scheduled to take place on 15 July in Petaling Jaya. Exam papers are marked by IPA in UK.
About the 4As
The Association of Accredited Advertising Agents Malaysia (4As), formed in 1971, is the Malaysian advertising industry’s foremost body engaged in promoting the value of advertising agencies in the Marketing Communications industry to advertisers, media, suppliers, government, and the public.
The association encompasses more than 80 home-grown and international member agencies who are the key players in Malaysia’s advertising industry.
The association helps grow the business of the member agencies and advance individual careers through the provision of professional development services, industry awards, advocacy, and support.