For five years, Hamish Pringle, its director-general, has been encouraging all new industry recruits to take the IPA Foundation Certificate (which is designed to give recent arrivals to the industry a grounding in its principles) without having actually taken it himself.
However, it was recently decided that the time had come and that 2008 would be the year the hypocrisy ended.
After months of study, Pringle eventually found himself confident enough to take the two-hour exam, along with hundreds of other hopefuls.
After the struggle and sweat, he eventually emerged with a Pass With Credit (the middle honour), but failed to attain the Pass With Distinction award that 25 new entrants to adland managed.
However, having to settle for second best wasn't enough to dampen Pringle's excitement at the awards celebration, where he shared a tender moment with the IPA president, Moray MacLennan, as the picture clearly shows.
This left Diary wondering that if scoring a Pass With Credit in the exam warranted a smooch off the suave MacLennan, what was he prepared to give out for a Pass With Distinction?