IPA continues to lead the way in industry training globally

The IPA, has announced that it is expanding the range of training in the North American market, to offer agencies in the US its full suite of learning. This follows the success of the IPA Foundation Certificate in North America run over the past two years in partnership with the 4As.

Current position

In addition, the IPA is launching a new partnership with APG Canada to bring the IPA Eff Test to agencies across Canada, along with working with Ogilvy worldwide to deliver the qualification to staff in key markets including Brazil, China and South Africa.

The increased global offering follows the launch of a partnership with Dubai-based learning and development specialists Ampersand to offer IPA online qualifications in the Middle East and North Africa earlier this year.

Since 2012, the IPA have been promoting the standards and best-practice of the UK advertising industry around the globe, collaborating with industry bodies to deliver their world-leading training programmes to advertising agencies. IPA qualifications are now available in more than 80 countries worldwide, with over 20,000 learners worldwide having passed at least one.

This week’s 4As Accelerate summit focused on the need for agencies to recruit and retain talent while investing in creativity; something that IPA member agencies already reap the benefits of through its professional development programmes. Agencies that invest most in training retaining 80% of their staff, winning an average of £36m in new business and seeing a return on training investment of 28:1.*

The range of IPA qualifications available worldwide now includes;

  • IPA Foundation Certificate: The IPA Foundation Certificate is an award-winning internationally-recognised program aimed at all newcomers to the industry. It provides delegates with an essential overview of the day to day process in advertising including the power of creativity and client/agency relationships.
  • IPA Eff Test: The IPA Eff Test provides the knowledge necessary to develop a more forensic and rigorous approach to the evaluation of a campaign, allowing for better client relationships, alternative remuneration models as well as the tactics required to write an award winning effectiveness paper.
  • IPA Commercial Certificate: IPA Commercial Certificate has been created to provide an education in agency finance, to help with those important client conversations bringing greater transparency and building the understanding you need to create great work that delivers a great profit.
  • IPA Advanced Certificate: The IPA Advanced Certificate meets the increasingly complex demands placed on industry strategists and planners. The IPA Advanced Certificate is the definitive qualification for best practice in communication strategy in today’s multi-channel, technology-enabled world.

Says Patrick Mills, Director of Membership and Professional Development, IPA: “People entering our industry worldwide have an incredible hunger for continuous learning, with recent research from the 4A’s showing that nearly 90% of them rate development opportunities as one of the most important aspects of a job. We are committed to leading the way in providing professional standards for the advertising industry globally, giving as many people as possible access to our world-leading learning.”

For more information about the IPA’s global learning programme please contact learning@ipa.co.uk

Last updated 21 January 2022