Absolutely critical grounding for anyone starting in advertising.

Transcription

1 Absolutely critical grounding for anyone starting in advertising. Stephen Woodford, Former President, IPA and Chairman, Lexis Qualification Syllabus, Foundation, 0-3 years experience

2 What is the IPA Foundation Certificate? The IPA Foundation Certificate is an award-winning and internationallyrecognised programme aimed at all newcomers to the industry. It provides delegates with an essential overview of all areas of advertising that, without it, could take them several years to acquire. The qualification is intended for anyone, regardless of discipline and type of agency. It is for individuals with less than three years of experience: from recent graduates and young professionals in their first years to people moving into marketing from other industries or professions. All material is original content, developed in conjunction with IPA members and subject specialists, which is annually updated to keep the content fresh and relevant. We also collaborate closely with partners around the globe to localise the content where required for their local market. Since its inception in 2003, over 9,000 people have passed the IPA s Foundation Certificate. 1,500 candidates from 60 countries will take the Foundation Certificate in OVER 13,000 people have an IPA qualification

3 Benefits For your agency: 1. Provides a benchmark in best practice learning that is recognised throughout the world. 2. Augments the learning already in place for people at this level; be it agency-based on-the-job learning, induction programmes or external training courses. 3. Raises the professional standard of the advertising industry from the ground up. 4. Improves staff attraction and retention. Being given a holistic view of the industry is invaluable and would be impossible to acquire through direct experience so early on. The carefully constructed course content builds a deeper understanding of the web of processes and roles associated with the projects you are involved in, meaning you can work better alongside colleagues and generally work to a higher standard overall. Kerry Capps, Fellow, Ogilvy & Mather For your people: 1. Enables your practitioners to see a holistic picture of the brand communications process from start to finish. 2. Breaks down siloes, deciphering industry fragmentation for new starters, providing learning about other fields and highlighting the importance of integration. 3. Provides best practice strategies which are useful on a day-to-day basis. 4. Allows candidates to see the world from their clients perspective. 5. Offers an internationally recognised qualification from a leading industry trade body. The IPA Foundation Certificate has given me an excellent grounding of knowledge in the industry which will really help me to progress in my career. Leanna Goodwin, Research Executive, MediaCom

4 Format The course is made up of over 35 hours of online learning and culminates in a formal, two-hour offline exam. Non-native English speakers are allocated three hours. The qualification is designed to offer accessible learning for a disparate, time-poor audience delivered using Learning Paths, a blend of online methods that create the optimal conditions for information uptake. Delegates will be able to pace their own progress, connect with other learners through discussion boards and apply their learning directly to their real work challenges, through assignments. Qualification Syllabus, Foundation, 0-3 years experience

5 Syllabus This programme will take participants through the brand communications process, from its position within marketing right through to the final execution. The specific areas it covers are as follows: 1. Advertising and communication in context An introduction to the advertising world and the part agencies play within it. The history of advertising Advertising theories over time Agency types Managing client budgets The commissioning system On average, agencies who invest in qualifications have been proven to grow by 15%. Andrew Pinkess, IPA Commercial Conference, 2015 The IPA Foundation Certificate allowed me to gain a broader understanding of the media landscape and the material contained useful information which I continue to draw upon in my day-to-day planning role. The written exam encouraged me to commit my thoughts and opinions into arguments. The course definitely spiked my interest in the wider media picture and how Behavioural Economics, for example, is increasingly important in shaping campaign strategies. Sophie Franks, Media Manager, PHD Media Better education means more knowledge, better pitches, more clients, greater profits it really is that simple. Frances Illingworth, Global HR Director, WPP

6 2. Understanding the client s business How to improve our understanding of a client s business and the world they live in, as well as the key fundamentals behind marketing. The world of the marketing director Marketing fundamentals The 7Ps of Marketing Marketing plans and objectives This learning has proved invaluable in putting my Account Management role in perspective and how it fits within the jigsaw that is the communications process. Hugo Parcell, Account Manager, JWT 3. The strategic planner s toolkit The tools that strategic planners have developed to help them understand consumers, business situations, brands and to ultimately write effective strategies. The planner s toolkit Brand definition Behavioural economics Choice architecture 4. Client, creative and media briefs Explores three different briefs and what a good brief should contain. The client brief The media brief The creative brief 5. Understanding media channels and media planning Enables a better understanding of the roles of the different media channels and costs and timings. The global media landscape Pros and cons of media channels The growth of mobile and search Costs and timings The planning process Direct marketing The future of media

7 6. Creativity and creative development Examines how to think about and assess creative ideas, using eight tips as a framework. It also covers the need to balance ideas and the practicalities of implementing ideas, plus the roles and responsibilities of people involved in the advertising process. Importance of integrated storytelling Judging creative ideas Implementing creative ideas Production 7. Effectiveness The IPA Foundation Certificate culminates in a formal online or offline exam that is sat in various locations around the world. A certificate is awarded to all delegates who successfully pass. Looks at the effectiveness of a campaign. Students will need to read three successful IPA Effectiveness Awards case studies provided in this learning path. In the exam they will be expected to answer a question based on at least one of them. The strategies and benefits of proving effectiveness IPA Effectiveness Awards case study: John Lewis IPA Effectiveness Awards case study: Audi IPA Effectiveness Awards case study: Peperami If you want to stand out in front of your clients, get qualified! Moray Maclennan, President, EACA and Worldwide CEO, M&C Saatchi

8 How do I book? The IPA s Foundation Certificate is offered globally and can be booked directly through the IPA. The IPA also has agreements in place with a number of industry organisations: For someone who didn t study advertising or marketing at university, I found the Foundation a really great grounding in the industry. The bite-sized information was set out in a clear and structured way so that it was easy to digest and retain. It was also great to get the opinions of the industry experts in the videos throughout the course. Australia Canada Ailsa McQuaid, Account Manager, Leo Burnett Europe New Zealand The qualification provided a strong foundation for comprehending the industry from client, media owner and agency perspectives. I very much enjoyed the course and have applied several learnings to my day job. Natasha Sijpesteijn, Account Executive, UMWW Paraguay Singapore United States United Kingdom Our industry is part science, part genius and onwards to creative glory. But first there is the IPA. Colin Farmer, General Manager and Talent Director, Impact BBDO Group MENA

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