“Go for Gold” urges new IPA England & Wales Chair

Michelle Wright, Company Director at agency Gough Bailey Wright, urges member agencies to engage with the CPD programme.

Given the uncertain geo-political climate and subsequent tough trading conditions, it is incumbent upon agencies to ensure they are on fighting fit form. They can make a demonstrable commitment to learning and development by striving for the IPA’s Gold CPD Accreditation.

This is the rallying cry Michelle Wright, the new IPA England &Wales Chair and Company Director at agency Gough Bailey Wright, delivered to a packed industry audience at the IPA Annual Evening Event in Birmingham last night (13 November 2019). Launched in 2008, the IPA’s CPD Gold Accreditation scheme recognises and rewards agencies who demonstrate a genuine culture of learning, bettering the professionalism, development and reputation of the industry, enhancing clients’ brands and agencies’ worth as a result.

The benefits of CPD Gold Accreditation

According to IPA statistics, CPD Gold Accreditation gives agencies, on average:

  • 10% uplift in staff retention (80% against an industry average of 70%)
  • over £150,000 saved in annual recruitment fees
  • a £110 return for every £1 spent on CPD
  • an 83% positive client rating

Says Wright: “There’s a lot to think about: growing trends towards in-housing, consultancy-based outsourcing and the threat of the tech giants. And now with wide reports of the UK being on the brink of recession, it’s more important than ever for marketing heads to choose agencies for the contribution they make to their business rather than the ideas they produce.

“In a fast-changing industry where training is key to achieving this success, whether you’re an individual looking to progress your career or whether you’re an agency head talking to a prospect, IPA qualifications are a huge selling point, and this will be my Agenda as new Chair of England and Wales.

“I want every individual and agency to get behind this and engage with the CPD programme. By developing our talent, we can advance our profession. So, I’d urge all of you to strive for CPD Gold.”

Becoming an Accredited MIPA

In addition to agency accredidation, individuals keen to progress their credentials can become an Accredited Personal Member of the IPA, or a MIPA for short. This is the most visible, robust badge of professionalism, designed to put the ad industry’s employees on the same footing as accountants, architects and lawyers. Individuals qualify following their completion of a selection of MIPA-starred courses and qualifications, alongside ongoing Continuous Professional Development training.

Michelle Wright succeeds Andy Reid of McCann Bristol.

Join the conversation on Twitter using #IPAOuterCircle

Michelle Wright’s biography:

Michelle Wright’s career in marketing and communications spans over 30 years. After joining Shaw & Underwood Advertising on a youth opportunities scheme aged just 16, Wright had a spell in publishing working for national and local trade magazines. She returned to advertising with roles at Golley Slater Brooker and Charles Barker before joining Gough Advertising in 1995. This challenging role in a growing agency opened up a whole new world of responsibility, including media, strategy, planning and creative.

In 2005, Michelle Wright joined forces with PR and property communications expert Sue Bailey to complete a management buy-out and create Gough Bailey Wright. Today, Wright is GBW Company Director, responsible for client services and business development. The award-winning 24-strong team provides a full suite of marketing services to clients across a variety of sectors.