4As unveils IPA industry course for account managers
THE Association of Accredited Advertising Agents Malaysia (4As) is set to raise the bar in advancing the advertising industry by introducing the first in a series of bespoke industry courses, developed by the UK-based Chartered Institute of Practitioners in Advertising (IPA).
The inaugural course, 4As/IPA Account Management Bootcamp, is a three-day programme targeting account managers, account directors and planners. The programme is an immersion into the core of what builds that illusive level of trust within advertising agencies and their clients.
“We are dedicated to strengthening and expanding the pool of industry talent. The bootcamp is yet another milestone for our industry as the IPA has agreed for 4As to run their bespoke UK advertising industry courses locally, using IPA endorsed trainers,” says 4As president Andrew Lee.
The 4As began its alliance with the IPA in December 2015 by introducing two award-winning qualifications: the IPA Foundation Certificate and the IPA Commercial Certificate.
To date, over 140 Malaysian advertising practitioners have been certified with an IPA qualification. This puts them among a community of over 13,000 advertising practitioners spread over 60 countries, with an IPA qualification.
“4As members can now access international professional development learning not previously available in Malaysia,” says 4As CEO Khairudin Rahim.
The bootcamp also addresses several key aspects that practitioners need to be fluent in to be on par with their international peers. These include creating initiatives by understanding the client’s business, strategy, and how complex thinking can be presented in a more persuasive way.
On the final day, delegates will learn how to draft cohesive creative briefs, and give constructive feedback when reviewing ideas.
“The well-crafted course will stimulate delegates to be more confident in building and maintaining client relationships, and enable them to engage in strategic brand discussions, develop better presentations that clients approve, and contribute to brilliant creative briefs.
“The end-goal is designed to promote better client-agency relationships and effective work,” Khairudin says.
The 4As/IPA Account Management Bootcamp, supported by Astro, is the newest 4As initiative aimed at raising industry standards and professionalism through continuous professional development.
4As members can now access international professional development learning. Khairudin Rahim