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Skills development within a fast-changing market – the IPA approach

Skills development within a fast-changing market – the IPA approach. Agenda. Where we were Drivers for change Strategy Our approach The results. 1980’s : the birth of the IPA 7 Stages Programme. From graduate to managing director. Key practitioner skills at each stage of the career path

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Skills development within a fast-changing market – the IPA approach

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  1. Skills development within a fast-changing market – the IPA approach

  2. Agenda • Where we were • Drivers for change • Strategy • Our approach • The results

  3. 1980’s : the birth of the IPA 7 Stages Programme

  4. From graduate to managing director • Key practitioner skills at each stage of the career path • Delivered face to face by top agency practitioners • Premium quality (with high appreciation rankings) • Aimed at staff in full-service agencies (but primarily account handling)

  5. The ‘stars’ of the industry … 3% of all staff

  6. Late ’90’s – a changing environment Client Side Agency Side • More demanding Media separation • Better trained Diversification • More complex businesses Integration • More complex markets Consultants Want business understanding Blurring of roles

  7. Industry Research - 1999 • Interviews amongst CEO’s and agency trainers • Cottage industry attitude: ‘It’s all about ads, isn’t it’ • Training optional – and vulnerable • Great variety of approach • No overall industry strategy

  8. War for Talent • Forecast decline in 18-25 year olds • Training & development at top of student wish list for first job • Greater competition for creatively-oriented students • Need to appeal to greater diversity of talent

  9. The Five Year Plan ‘To raise the real and perceived value of advertising and marketing communications agencies in the IPA membership.’ (Through increased professionalism, leading to better work and better client agency relationships, and resulting in improved remuneration.) IPA Council

  10. Our strategy - a multi-layered people development support package

  11. First layer: a best practice standard in people development • Review of other trade body schemes and other professional standards (eg law, accountancy) • Assessment of other government-led quality standards eg Investors in People • Decision to develop tailor-made scheme based on IiP • On-line management to attract widespread usage

  12. What it should do for the Industry • Provide greater credibility as a profession: amongst both clients and students • Act as a minimum standard to encourage better practices • Encourage better retention of talent once in the industry

  13. What it should do for the IPA member agency • Provide a best practice framework that can be tailored to the agency’s business and cultural needs – and makes things happen! • A system that links training investment to bottom line performance • An electronic people management resource • Recognition of quality standard amongst client community

  14. What it should provide for the individual • Support for growth and career development, linked to agency goals • A personal, portable archive of learning achievements • Promote greater sharing of knowledge within agency • Encourage greater appreciation of different sources of learning • Stimulate individual ownership of career development • Provide access to professional qualifications

  15. The IPA CPD Accreditation Standard- 4 key criteria - • Professional development plan linked to business objectives – to encourage forward resource planning • Inductions – so staff operate efficiently and to a focus • Appraisals – to appreciate own contribution to focus • Maintenance of individual cpd logs (with min. 16 hours) – to capture all learning

  16. Stephen Woodford’s vision “To prepare and sustain people of all disciplines for a lifelong career in the business through accessibility and reinforcement of knowledge acquisition” IPA President: 2003-2005

  17. Second layer: a professional qualifications portfolio Director Excellence Diploma in Brand Communications Senior Manager Legal and Regulatory Certificate (mandatory) Junior Manager IPA Advanced Certificate in Comms Planning & Implementation IPA Foundation Certificate in Brand Communications Trainee

  18. Online approach to delivery • Low cost option to encourage uptake • Enables self managed learning • Opportunity for online interaction with learners • Easily updatable • Restricted to and easily accessed by CPD users in IPA agencies nationwide

  19. Working partnership with V-On

  20. Foundation Certificate: Key Innovations • First online learning programme for the industry which provided true regional accessibility • Automatic study time upload onto CPD log • Self tests • Content management system for updating and learner status management

  21. IPA Advanced Certificate inCommunications Planningand Implementation

  22. The context • Full service agency deconstruction has led to the rise of specialist agencies … and yet clients look today for integrated solutions • Specialisation has led to knowledge gaps between agencies and we need to plug those gaps to raise the professionalism and confidence of our people at key career stages

  23. Key Objectives Purpose • Bridge gap between junior and experienced practitioners • Provide tangible evidence of attainment • Enhance their professional status • Enable more confidence in their knowledge • Extend knowledge beyond nuts and bolts of their daily craft • Deepen understanding of media beyond their specialisation Target • 2 - 4/5 years in the business

  24. Modular Programme

  25. Advanced Certificate: Key Innovations • Online exams • Date-specified • Time-limited • Online re-sits with 24 month programme access • Online booking and payment • Electives

  26. Key Objectives of the IPA Leg Regs Certificate (Legislation and Regulatory Issues) Purpose • Ensure clear understanding of the basic legislation and regulatory issues that affect development of creative work • Reduce cost of write-offs • Develop area of specialist knowledge within account handling Target • Voted by IPA Council to be a mandatory for all account handling staff • CPD accreditation adapted to monitor this in future

  27. LegRegs Certificate: Key Innovations • On line exam on demand • Random bank of questions • Automatic notification of results • Electronic delivery of certificate (note: potential universe of over 3,500 account management staff)

  28. IPA Excellence Diploma – ‘The Power of i’ Nick Kendall – Executive Planning Director, BBH and Programme Director

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