D&AD and IPA launch a manifesto for training creatives

D&AD and the IPA are collaborating on a joint training manifesto for creatives in a bid to promote continuous professional development in the industry.

The manifesto launches on 17 October and comes under the banner of the D&AD's Workout programme.

Peter Souter, the president of the D&AD and the executive creative director of Abbot Mead Vickers BBDO, said the initiative had been introduced in order to better equip creatives in their career progression.

Typically, an agency spends 91 per cent of its training budget on staff who are not creatives and the manifesto is a bid to correct this. "Nowadays, creative people are required to have more skills.

We got together with the IPA in order to make this an agency issue rather than just a creative one," Souter said.

The manifesto has a number of goals, including the breaking down of barriers between creative and other departments, encouraging more women creatives to stay in advertising and coaching creative people through the transition into management roles.

The relaunched Workout introduces four groups of courses - survival skills, craft skills, management skills and inspirational courses. Each course will involve workshops led by experts.

Incorporating the interests of creatives at the IPA has been a central aim of Bruce Haines, the president of the IPA and the group chief executive of Leo Burnett.

He said: "Through the creative manifesto, we aim to help develop well-rounded and skilled people who are better equipped to deal with the challenges of the future."

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