IPA launches Foun­da­tion Cer­tifi­cate in MENA

ArabAd - - ADTALK -

The Uk-based In­sti­tute of Prac­ti­tion­ers in Advertising (IPA) has launched its IPA Foun­da­tion Cer­tifi­cate, the advertising and com­mu­ni­ca­tion in­dus­try’s pri­mary qual­i­fi­ca­tion, across the MENA re­gion mid Au­gust. The launch is be­ing sup­ported by a press cam­paign from Dubai’s Im­pact BBDO.

The IPA’S Foun­da­tion Cer­tifi­cate is an in­ter­na­tion­ally recog­nised, award-win­ning qual­i­fi­ca­tion that arms del­e­gates with less than two years ex­pe­ri­ence with the knowl­edge to per­form their roles with con­fi­dence and ex­per­tise. The con­tent has been tai­loured specif­i­cally for the MENA re­gion and will cul­mi­nate with a for­mal exam tak­ing place on the 12th Novem­ber in Dubai.

Seen as a rite of pas­sage in the UK, it is quickly gain­ing the same rep­u­ta­tion in other mar­kets and sets a global bench­mark in best prac­tice learn­ing.

The qual­i­fi­ca­tion en­ables del­e­gates to see the big­ger pic­ture, giv­ing them an un­der­stand­ing of how their job fits into the brand com­mu­ni­ca­tions. It makes sense of the in­dus­try frag­men­ta­tion, pro­vides an op­por­tu­nity to learn about other fields in advertising and high­lights the im­por­tance of in­te­gra­tion with other de­part­ments, agen­cies and clients. The qual­i­fi­ca­tion in­volves ap­prox­i­mately 30 hours of online learn­ing with a three-hour exam. Del­e­gates un­able to sit the off­line exam in Dubai will have the op­tion to sit the exam online.

Michael Burns, Head of Ex­port, IPA ex­plains: “As Dubai and the wider MENA advertising in­dus­try con­tinue to grow as one of the lead­ing global advertising hubs, there is an in­creas­ing need to at­tract and re­tain the best tal­ent and en­sure that they are armed with the skills to de­liver stronger client re­la­tion­ships, bet­ter work and more prof­itable busi­nesses. Through our re­search in the UK we have proof that in­vest­ing in IPA qual­i­fi­ca­tions helps agen­cies grow faster, have greater lev­els of in­come growth, have higher staff and client re­ten­tion rates, and see sub­stan­tial rev­enue in­creases than their coun­ter­parts.”

Since its in­cep­tion in 2003, over 9,000 peo­ple have passed the IPA’S Foun­da­tion Cer­tifi­cate with over 13,000 peo­ple hav­ing achieved an IPA qual­i­fi­ca­tion in over 60 coun­tries.

The IPA is widely recog­nised as an in­flu­en­tial pro­fes­sional body for prac­ti­tion­ers in advertising and mar­ket­ing com­mu­ni­ca­tions. It has a well earned rep­u­ta­tion for thought lead­er­ship, best prac­tice and con­tin­u­ous pro­fes­sional de­vel­op­ment and pro­vides core sup­port and ad­vi­sory ser­vices for its cor­po­rate and in­di­vid­ual mem­bers.

“Our mis­sion is to sup­port the de­vel­op­ment of the com­mu­ni­ca­tions and public re­la­tions pro­fes­sions in the re­gion, and the es­tab­lish­ment of the Academy will en­able us to align the re­gion’s train­ing and de­vel­op­ment with global stan­dards as well as sup­port our mem­bers at ev­ery stage of their ca­reer through tools, cour­ses and other ed­u­ca­tional pro­grams,” says MEPRA vice-chair and the com­mit­tee mem­ber re­spon­si­ble for the Academy, in a press state­ment. “We will be adding a range of cour­ses and top­ics to the Academy’s list of train­ing pro­grammes over the course of the year, and we be­lieve that the Academy will be­come a key part in the de­vel­op­ment of any com­mu­ni­ca­tions pro­fes­sional in the Mid­dle East.”

Alex Malouf,

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