New IPA Foundation Certificate explores real-world application

Using Tesco as a case study, the new look qualification tasks learners with outlining what they would do when working on the account and explains how BBH and MediaCom responded to each situation on their way to IPA Effectiveness Awards Grand Prix in 2020.

In addition, the 2023 IPA Foundation Certificate looks at key industry issues around sustainability and inclusivity such as measuring and reducing carbon emissions in the work we do, consumer attitudes to sustainability and greenwashing, in-ad representation, and ED&I in the workplace and media choices.

Other new additions include top tips for effective working relationships, a look at the impact of Covid on the workplace, and techniques that anyone can use to be more creative.

Aimed at newcomers or career switchers starting in advertising or media, the IPA Foundation Certificate helps delegates hit the ground running by providing a broad overview of the advertising landscape through 30 hours of online learning, culminating in a two-hour online exam. The learning is split across seven modules emphasising the link between creativity and business value:

• The Business of Creativity, authored by Coral Cranmer, Associate Director - Strategy, McCann Leeds
• The Context in Which Creative Communications Operates. authored by Pia Kingan, Media Lead, Sky
• The Key Stakeholders and Their Role in Delivering Effective Communication Solutions, authored by Tom Darlington, Head of Insight, PHD Worldwide.
• Essential Communications Tools and Theories, authored by Neil Godber, Executive Strategy Director, Wunderman Thompson
• Media Planning Fundamentals, authored by Matt Philip, Head of Strategy and Lucy Hunt, Planning Business Director, Manning Gottlieb OMD
• The Creative Content Development, authored by Debs Gerrard, EMEA Creative Director, The LEGO Group
• Evaluating Effectiveness – Basic Principles, authored by Simon Gregory, Joint Chief Strategy Officer, BBH London