PHD, part of the Omnicom Media Group, has partnered with the UK’s Institute of Practitioners in Advertising (IPA) to localize and adapt its professional education material and examination for Middle East media professionals. PHD’s are the first media agency executives to take and successfully pass the exam to secure the IPA’s Foundation Certificate.
The IPA Foundation Certificate is an online learning program, designed to provide junior industry professionals with the knowledge to perform their day-to-day roles. The mandate of the certificate is to raise professional standards in the advertising industry; and, since its inception 10 years ago, over 10,000 executives in the UK have been certified after passing the examination. PHD UAE is the first media agency in the region to take the examination for the localized Foundation Certificate, after the IPA sought its help to develop a dedicated program for the Middle East.
“The Foundation Certificate is a great introduction to the world of advertising, and it gives individuals a thorough overview of how the industry works, as well as sets standards,” said in a statement Michael Burns, head of export for IPA. “The IPA qualifications are renowned for the quality of their content, which is written and contributed by top agency practitioners. We have worked extensively with PHD in the UK, who partnered with the IPA to create the IPA Advanced Certificate. So it was only natural for us to partner with PHD UAE for a regional program from a media standpoint.”
“Wherever it operates, PHD has always been a strong supporter of raising industry standards. One example is our longstanding relationship with the IPA. I am very proud of the proactive role we’ve taken in localizing its Foundation Certificate for our industry and our team’s results in the examination. We’ve partnered with the IPA because we see it as part of our role to develop the future talent of our industry, as they are the next generation of leaders and innovators,” commented Elda Choucair, managing director of PHD UAE.