In our latest insight piece, Oli Pointer, Senior Account Manager at JAA, shares reflections on completing the IPA Advanced Certificate in Effectiveness. Highlighting key learnings from industry leaders, evolving planning approaches, and practical tips for balancing study with day-to-day work.
Recently I completed the IPA Advanced Certificate in Effectiveness course to help keep up to date with latest planning principles across the industry. The course offered valuable insight into how both big and small brands are approaching campaign planning today. Hearing first hand from the likes of Yorkshire Tea at the Annual Effectiveness Conference helped to bring the content to life. Hearing from Unilever showed how lighter touch planning can pick up on viral social media trends. This approach embraced audience interactions rather than challenging them. I’m now inspired to take this to my clients and future clients to elevate the work we are doing collectively.
You don’t need to reinvent the wheel to be effective
The biggest learning I found was that you don’t have to “reinvent the wheel” to produce a highly effective campaign. The basics of humour, distinctiveness and consistency can really build a brand image. This still applies even with the media landscape changing as fast as it is currently. Combining this with adapting to new trends, such as ROI influencer measurement, shows how the course material and industry planners are also moving with the media.
Balancing exam preparation with agency life
The exam wasn’t all a smooth ride. The biggest challenge was balancing exam preparation with day to day work duties. The key for me was starting small and starting early, avoiding last-minute cramming and keeping my energy consistent both in and outside of work to reduce the risk of burnout. From the content, being aware of case studies to help with answers and knowing the right level of wider reading was a challenge in itself, and a few A-level English tactics came back into play (although not essential!).
Considering the IPA Advanced Certificate?
Tips for anyone considering the exam is to do it, commit to it and make the time to learn. We have busy schedules in and outside of work and there will never be a perfect time to learn but it’s worth the time investment.
