The IPA is expanding its global training offering in MENA with a new partnership with the Advertising Business Group.
Based in the UAE, the Advertising Business Group (ABG) will offer its members discounted access to the IPA’s world-leading professional development programme for the first time to help drive industry training in MENA.
The IPA’s range of highly acclaimed qualifications will help advertising practitioners across MENA to expand their understanding and skills in all areas and levels of the agency business. At the starter level, this includes the IPA Foundation Certificate which provides a comprehensive overview of the industry, and a suite of shorter online courses. For mid-level practitioners, the IPA offer specific technical working practice support including effectiveness, through the IPA Effectiveness Essentials Certificate and Advanced Certificate in Effectiveness, and legalities through the IPA LegRegs Essentials Certificate. For senior practitioners, the IPA Excellence Diplomas in Brands and Business prepare the brand leaders of tomorrow to move up to the next level of leadership.
Says Louise Hinchliffe, Associate Director of Professional Development, IPA: "As our communications become increasingly globally interconnected, it is vital that learning and development is available to as many people as possible all over the world, so we can share expertise, language and experience to deliver better work for our clients and agencies.
We are delighted to partner with ABG to roll out this opportunity to as many advertising practitioners across MENA as possible to help raise our collective game and further strengthen our industry.
Sanjiv Kakkar, Advertising Business Group (ABG) Chairman and EVP Unilever MENA said: "We are delighted to partner with IPA and bring their wide range of courses, and expertise to our region. Knowledge and capability building is a key pillar of the ABG, and we are committed to providing the MENA Advertising and Marketing industry with the latest resources and tools to create accountable and effective marketing. This partnership will go a long way in helping strengthen talent, growing the industry and raising standards."
The IPA and ABG are running an introductory workshop for members on Thursday 3 February providing an overview of the training platform, alongside an in-depth look at effective effectiveness from IPA Effectiveness Essentials author and IPA Excellence Diploma in Brands co-chair Sera Holland.View all IPA qualifications available through ABG.