APA's training offers production staff and agency joint tuition

The Advertising Producers Association is to bring together

production company and agency staff for the first time with the

introduction of a new Masterclass training initiative next year.

A series of 12 lectures and study groups make up the programme, put

together in conjunction with the IPA. The aim of the course will be to

give attendees a broad perspective of the business.

Production company staff will work at an agency for a week and vice

versa under a work exchange scheme.

The series of eight lectures and four study groups will be presented by

the heads of production companies, heads of TV, directors, editors and

post-producers. Among those taking part are Academy's Lizie Gower,

Spectre's Bertie Miller and Saatchi & Saatchi's Mark Hanrahan.

The course will be organised by Stephen Davies, the chief executive of

the APA. Davies said: "This new programme will be the first one of its

kind which will include both agency staff and production company staff

learning together how each operates."

The new programme will run from January until June 2002 and will cover

all aspects of commercials production from inception through to


Gower, the managing director of Academy, said: "This is an ideal

opportunity for us to work together for the benefit of the clients by

training our young staff to the highest level in our continuing quest to

give agencies best value productions."

The 60 places on the course are free to APA and IPA members.


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