The 4A's and the IPA Bring Internationally Renowned Training Program for Entry-Level Advertising Professionals to the U.S.

Sister Advertising Industry Associations Introduce the IPA Foundation Certificate to Establish Best Practices for Newly Hired Industry Talent

Jan 12, 2016, 09:00 ET from 4A's

NEW YORK, Jan. 12, 2016 /PRNewswire/ -- The 4A's (the American Association of Advertising Agencies), the leading trade association representing the advertising agency business, is partnering with its U.K. counterpart, the Institute for Practitioners in Advertising (IPA) to launch the IPA Foundation Certificate, the first certificate program that will set a standard for entry-level professionals in the advertising industry in the United States. This highly coveted certificate is now available exclusively through the 4A's to both member and non-member agencies.

Created for individuals with up to one year of agency experience, the certificate program has been taken by more than 9,000 industry professionals from more than 60 countries, though this is the first time it has been widely available in the United States. The program provides an opportunity for entry-level professionals to learn skills that will serve as a foundation for their advertising careers. The seven areas of focus are advertising and communication in context; understanding the client's business; the strategic planner's toolkit; client, creative and media briefs; understanding media channels and media planning; creativity and creative development; and effectiveness. By providing the industry with a standard for best practices, the program allows companies to teach the same principles and skill sets to new hires throughout the industry.

"It's important to establish uniform best practices across the industry and to provide junior talent with the tools they'll need to create a strong foundation from which to build their advertising careers," said Nancy Hill, president and chief executive officer, 4A's. "IPA's certificate program is one of the most effective tools U.S. agencies can use to set a baseline standard for entry-level employees, and for the first time, we will create a language that can be shared across agencies."

To earn the IPA Foundation Certificate, participants will engage in an online learning program that consists of e-lessons, key readers, assignments, walkthroughs, videos, discussions and quizzes. This program requires 30 hours of self-paced online learning and will culminate in a two-hour offline exam. Those who successfully pass the exam will be awarded with a certificate of completion.

"Our goal is to set benchmarks for best practices in the global advertising profession," said Paul Bainsfair, director general, IPA. "There is clear evidence from our agencies in the U.K. of the direct and powerful link between investing in people and business performance. Ultimately, our thinking adds value to our clients' brands and drives real competitive growth. I am therefore delighted to collaborate with the 4A's to share our global benchmark of best practice learning with agencies and clients in the U.S."

Enrollment opened for U.S.-based 4A's members on Jan. 1, 2016, and will close March 25, 2016. Delegates will sit for the final online exam on April 25, 2016.

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About the 4A's
The 4A's is the catalyst for bringing together the right people in the right place at the right time to address the advertising industry's most critical business issues. We provide leadership, advocacy, guidance and community to our members and the industry at large, with proprietary access to the people, information and tools needed to make smarter management decisions. Its mission is to help agencies become more successful.

About IPA
The IPA is widely recognised as the world's most 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 also provides core support and advisory services for its corporate and individual members. Based in the United Kingdom for nearly 100 years, IPA programmes can be found in more than 60 countries worldwide.
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Samantha Wolf
Havas PR
Tel. 646-515-3574