IPA unveils industry qualification

The IPA has launched a major initiative to give newcomers to advertising a basic knowledge of the industry.

The IPA Foundation Certificate is intended not only to answer outside criticism that the industry offers too few professional qualifications, but that its growing fragmentation prevents recruits from learning how its various parts combine to build brands.

Stephen Woodford, the IPA president, has made setting up a low-cost and largely online foundation course his personal crusade.

He claims that the growing specialisation within the industry, particularly the split between creative and media agencies, makes it difficult for new arrivals to understand all forms of communications.

The free programme will be open to all newcomers, suits or creatives, and irrespective of the kind of agency that employs them. By putting the course online, the IPA hopes to keep costs down and make it more appealing to member agencies outside London.

Tuition will take between ten and 15 hours and cover six disciplines: marketing, client services, research and evaluation, communications strategy, ideas and execution.

It will allow participants to test themselves on what they have learned.

About 100 people are expected to sit the first certificate exam in February.

IPA chiefs also expect the foundation course will help the industry attract more recruits from ethnic minorities.

Woodford described the course as "a milestone in the IPA's effort to raise professional standards in the agency business". He added: "I'm confident this will become a new benchmark for developing our talent."

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).