IPA And D&AD Launch Training Manifesto For Creatives
The IPA has announced plans to collaborate with the Design And Art Direction Agency (D&AD) on a joint training manifesto to promote the continuous professional development of creative practitioners.
Their collaboration will come together under the banner of D&AD’s ‘Workout Programme’, which is being relaunched to identify and cater for the vocational and development needs of creatives. IPA members signing up for the scheme will also accrue points towards the IPA’s Continual Professional Development Scheme (see IPA Launches Professional Development Awards).
The Workout programme aims to break down the barriers between creative departments and other disciplines; to encourage further integration within the industry and to coach creatives through the transition into management and wider roles in the agency business.
Commenting on the initiative, Bruce Haines, president of the IPA, said: “Increasingly, clients want to work more closely with the people who have ideas and, increasingly, creative people are running their own businesses. Through the D&AD and IPA creative manifesto we aim to help develop well rounded and skilled people who are better able to deal with the challenges of the future.”
D&AD education director, Claire Fennelow, added: “Creative people have never been so important to agencies and yet few have a real sense of career. While the old fashioned thought of ‘training’ may not always appeal, our research shows that practitioners really want to expand their horizons – and this is where Workout and CPD comes in.”
Last month the IPA launched a new annual award scheme to honour the industry’s best creative talent, judging them by their performance at other industry awards throughout the year. The new awards will be called the “Best Of The Best” and will be presented by one time advertising executive and veteran film director, Alan Parker (see IPA Launches New Award Scheme For Creatives).
Speaking at this year’s Media Question Time event Mike Anderson, managing director of the Evening Standard, called for a return to full service advertising agencies. He said: “As a client I would love to have a full service agency. I think the current situation has got very confusing, full-service agencies are a good thing and I think there should be more of them” (see MQT Panel Advocates Return To Full Service Agencies).
IPA: 020 7235 7020 www.ipa.co.uk
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