Industry heavyweights behind new Advanced Certificate in Effectiveness

Leading experts in marketing effectiveness, including Richard Shotton and Tom Roach, have helped the IPA develop a brand new effectiveness qualification, the Advanced Certificate in Effectiveness, to reflect the needs of the industry in 2020. The new qualification was formally launched in a panel during the EffWorks Global 2020 Conference.

The Advanced Certificate in Effectiveness replaces the IPA Eff Test, as the gold standard in marketing effectiveness learning and is made up of 35 hours of online learning and assessed through a two-hour online exam. Successful candidates will earn three MIPA stars towards their personal accreditation.

Each of the 14 modules was authored and contributed to by leading practitioners and edited by Behavioural Science and Marketing Author, Richard Shotton.

Through completion of the online learning, candidates will develop a greater understanding and a more forensic, critical thinking approach to the evaluation of their campaigns, learn how to design a multi-platform campaign measurement programme and pick up the tools required to write an IPA Effectiveness Award winning paper.

With Effectiveness so integral to the culture of successful agencies and brands, we are thrilled to launch the re-development of the Advanced Certificate in Effectiveness (formerly known as Eff Test) alongside our other IPA Effectiveness learning. These qualifications will help grow the next generation of effectiveness experts and empower them with the latest tools, theory and approaches to design a multi-platform campaign measurement strategy.

Says Louise Hinchliffe, Associate Director of Professional Development, IPA

Says Richard Shotton, Qualification Editor: “In the current economic climate, when budgets are being squeezed, it’s more important than ever to be able to prove the effectiveness of marketing. This new guide, with contributions from the likes of Les Binet and Tom Roach, provides you with a series of best practice approaches to do just that.”

Says Tom Roach multiple Gold IPA Effectiveness Award-winning Executive Strategy Director: “Our industry’s objective is effectiveness, its strategy is creativity, and its greatest asset is its people. So developing our people’s effectiveness capabilities isn’t a nice to have – it’s essential. In fact it’s fundamental to delivering and demonstrating the value we create for our clients. Which is why the IPA’s new Advanced Certificate in Effectiveness is so important. I’m really proud of the small part I’ve helped play in developing the programme. And given it only costs £350 for members, the return on investment it will deliver for agencies will easily rival the ROI in the effectiveness cases it will equip participants to write.”

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