40 years of training trends within advertising agencies
Opinion
The IPA’s Gwyn March looks back over her career and picks out six ways agency staff training has evolved in the 25 years since the IPA training and qualifications programme was introduced.
To set the scene, when I joined the industry in the 1980s, no one asked about training during interviews, career appraisals were rare, qualifications were unusual, and there was a “sink-or-swim” mentality toward development. I remember in one of my inductions, I was handed an art bag and told to go sell Viennetta work.
As we moved into the ‘90s, we noticed that some clients were starting to view agency professionals as unprofessional chancers. We were doing more with less, graduates were flocking to higher-paying jobs in the City, and we agency folk were unprepared to handle the explosion of digital knowledge.
Something had to change. And fast.
Enter the comprehensive IPA training and qualifications programme, offering development for every level and covering nearly every aspect of agency life, alongside the introduction of the mandatory CPD Standard for IPA member agencies. This set clear expectations at last: a proper welcome programme, annual career reviews, and 24 hours of learning each year for every employee.
Over time, this shift didn’t just plug our knowledge gaps, it fundamentally reshaped how our industry grows, supports and values its people. And in the 25 years since, several clear training trends have emerged.
1. Professionalism takes root
Our industry has officially become professional: the IPA, with its Royal Charter, stands as a beacon of professionalism, and our MIPA accreditation now serves as an official badge of qualification for advertising professionals. In addition, our apprenticeships and professional qualifications help establish our jobs as “proper” careers.
2. Performance reviews gain importance
Gone are the days when performance reviews were an afterthought. Today, our people actively crave regular feedback, with ‘Feedback Fridays’ becoming a common practice. Employees see these reviews as a moment to shine, and they now expect regular check-ins on their goals and progress.
3. A growing appetite for qualifications
We’ve seen a surge in people pursuing qualifications, from Google Cloud certifications to Junior Advertising Creative Apprenticeships to IPA Commercial Essentials.
I’ll admit, I initially argued against our first qualification – The Foundation Certificate – thinking it was just more work for our newbies. But I was astonished when 50 of my own agency people volunteered in the first year. And now nearly 20,000 people globally have taken it, with agency heads recognising it as a rite of passage to equip their freshest talent to journey with the fundamentals of the brand communications process.
4. Emerging subjects take centre stage
Wellbeing, mental health, Diversity, Equity & Inclusion (DEI), and sustainability have become core components of training in almost every agency. These were once niche topics, but now we regularly hear from senior leaders about their mental health journeys, production teams are learning to make shoots carbon neutral, and diversity conferences featuring Meera Syal sell out.
5. New ways of learning
Gone are the days of just learning via lectures, books and classroom courses. Today, we have pod clubs, virtual hangouts, online exams, pitch picnics, mentoring for IPA Effectiveness Accreditation, and even QR codes flashing mini-lessons outside lifts.
Maternity-returner coaching is now as common as beer-and-pizza study groups, while TED Talks over lunch continue to inspire.
6. Business-centric CPD
We now design CPD programmes with a clear business outcome in mind, whether it’s proving that training saves money, generates revenue, or mitigates risk.
Each year, 40 agencies go for the CPD Gold Accreditation Standard, demonstrating how their training directly impacts the bottom line.
What hasn’t changed?
Despite all these innovations, one thing remains constant: every generation thinks the next one is too lazy to learn, doesn’t appreciate the opportunities they have and struggles to concentrate. The evidence, however, tells a different story.
Ultimately, advertising is a people business. All the tools, trends and training programmes in the world mean very little without curious, confident, well-supported humans putting them to use.
If the last 40 years have taught us anything, it’s that when you invest properly in your people – develop them, challenge them, look after them – your business doesn’t just function, it flourishes. Treat them right, and the rest tends to follow.
For a one-stop shop of great CPD options, visit the Advertising Association’s Advertising and Marketing Training Hub. This free-to-use centre holds over 500 curated training courses and qualifications from Advertising Association members and industry stakeholders, including IPA options, and covers skills including creativity, strategy and data for all levels.
Gwyn March is CPD adviser at the IPA