"Is there a better place to learn the art of advertising anywhere on the planet than Belgrave Square? If you work in communications, then the chance to complete the IPA's Eff Test or the Excellence Diploma will set you up for a senior career in advertising or, more broadly, in marketing. More importantly, it is a place to stand on the shoulders of advertising giants and learn from those who went before you." Mark Ritson, professor of marketing
Every day at the IPA we pride ourselves on being the place where the industry meets, debates and learns every aspect of how to run a successful agency. Our success relies on being a linchpin: where individuals can come to be inspired, meet their peers or heroes, have their problems solved, hone their craft and get qualified.
Central to this is our comprehensive continuous professional development (CPD) programme, off ering a suite of events, courses and qualifications, which bring a sea of benefits to individuals and agencies on a national and international level.
In fact, those agencies with the gold standard of CPD programmes have seen a significant knock-on effect on their growth: an 84% positive client rating, 81% positive employee rating, £36m in new business and a 28-fold return on their training investment.
We also know that being seen as a qualified practitioner has grown in importance over the past 10 years, because more than 21,000 practitioners now have IPA qualifications in 87 countries. Qualifications that range from the entry-level IPA Foundation Certificate to boardroom MBA, covering all the major practice areas: brand and strategy; people and leadership; creativity; and commercial.
This is why, this year, we are also actively driving more practitioners to invest in their career pathways by becoming an Accredited MIPA. Accredited MIPA status is the most visible, robust badge of professionalism, designed to put our industry personnel on the same footing as accountants, architects and lawyers. It will highlight our individuals’ expertise and push them to the front of the queue for promotion, higher salaries and great jobs. It is also recognised and respected by employers, headhunters, clients and peers.
As Leanne Silman, Accredited MIPA at M&C Saatchi, explains: "There has never been a time when it’s more important to upskill and professionalise. As the role of the advertising agency has diversified and expanded, so must the breadth of knowledge of those within the industry. The IPA qualifications are an excellent way to equip yourself to be a true partner to your client, add more value to your agency and help propel your career."
We don’t just want to leave it there, though. In our pursuit of advancing the profession of advertising across the world, we are working with international advertising trade bodies, allowing them to offer our qualifications programme to their members. So whether you’re an individual keen to professionalise your career, or an agency – national or international – keen to train your staff and boost your bottom line, the IPA is here to help.
The IPA: how it adds up
21, 788 people from 87 countries have taken IPA qualifications
13,287 people globally have taken the Foundation Certificate
2,650 people globally have taken the Commercial Certificate
933 people globally have taken the Eff Test
762 people globally have taken the Advanced Certificate