4A’s and IPA Announce Alliance

New York, NY – June 26, 2015 – The 4A’s, the leading trade association representing the advertising agency business, announced that it will pilot the IPA Foundation Certification from its U.K. counterpart, IPA, with its 750 member agencies in the U.S. marketing and communications agency community. The IPA Foundation Certificate is the industry’s key entry-level qualification, and the intention is to further localize the training for a U.S. constituency.

The 4A’s will run a pilot of the U.K. edition to its members in the Fall. The group will work with the IPA to gather practitioner feedback and create a localized edition of the qualification for the U.S. market. Three New York City agencies-McCann, mcgarrybowen and DDB-“beta-tested” the qualification ahead of it being offered to all 4A’s member agencies.

The IPA Foundation Certificate is the industry’s primary qualification aimed at college graduates and practitioners with up to one year of agency experience; since its inception in 2003, 7,869 industry practitioners have passed the Foundation Certificate. Since the launch of the IPA’s online qualifications, more than 12,000 people in more than 60 countries have achieved an IPA qualification via the Web.

Paul Bainsfair, director general, IPA, said: “Our goal is to set benchmarks for best practice in the global advertising profession. 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 we have collaborated with the American Association of Advertising Agencies to share our global benchmark of best-practice learning with agencies and clients in the U.S. advertising industry.”

Nancy Hill, CEO, 4A’s,added: “Attracting and retaining the very best talent is a universal truth to maintaining a leading position. We are very pleased to be working with the IPA, who provides internationally revered and respected qualifications. Together we can ensure 4A’s agencies have the best opportunity to remain pre-eminent.”

Look for more news on this exciting developing collaboration between two globally prominent advertising agency business associations.

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. Our mission is to help agencies become more successful. www.aaaa.org.

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