IPA launches Foundation Certificate in MENA

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,