4As un­veils IPA in­dus­try course for ac­count man­agers

The Star Malaysia - StarBiz - - Billings -

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

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