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

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
• 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)
The ‘stars’ of the industry … 3% of all staff
500
400
300
200
1999
100
0
Residential
Courses
Non
Residential
Courses
Delegates
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
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
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
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
Our strategy - a multi-layered people
development support package
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
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
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
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
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
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
Second layer: a professional qualifications portfolio
Excellence Diploma in
Brand Communications
Legal and Regulatory Certificate
(mandatory)
IPA Advanced Certificate in Comms
Planning & Implementation
IPA Foundation Certificate in Brand
Communications
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
Working partnership with V-On
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
IPA Advanced Certificate in
Communications Planning
and Implementation
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
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
Modular Programme
Module
Author
Month
Exam
Re-sit date
The media business context
Daren Rubins
5th March
30th March
13th August
Metrics for success
Steve Williams
2nd April
27th April
14th August
Brand behaviour through media
Philip Walker
7th May
1st June
15th August
Planning for integration
Peter Bowman
4th June
29th June
16th August
Regulatory and commercial context
Marina Palomba
2nd July
27th July
17th August
Elective batch A
Howard Bareham
3rd September
28th September
9th December
(Radio / Cinema / Regional press)
Andy Jones
1st October
26th October
11th December
5th November
30th November
13th December
January
n/a
Les Middleton
Elective batch B
Tom George
(Press / Response
Andy Sloan
media / Out of home)
Glen Wilson
Elective batch C
Matt Gilbert
(Online & mobile / Television / Sponsorship)
Jim Marshall
David Peters
Advanced Certificate Final Exam
Advanced Certificate: Key Innovations
• Online exams
• Date-specified
• Time-limited
• Online re-sits with 24 month programme access
• Online booking and payment
• Electives
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
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)
IPA Excellence Diploma – ‘The Power of i’
Nick Kendall – Executive Planning Director, BBH
and Programme Director
Excellence Diploma: Key Innovations
• Online learner community space
• Message board interaction
• Electronic uploads of assignment
• Learner archive for notes
Third layer: a varied approach to
experiential learning
Residential Courses
1-2 Day workshops
Half Day Workshops
Evening Courses
0
10
20
30
40
50
How it all fits together
Stage
One
Stage
Two
Stage
Three
Stage
Four
Stage
Five
Stage
Six
Stage
Seven
IPA Seven
Stages career
development
programme
IPA CPD +
workshops
Foundation
Certificate
Advanced
Certificate
LegRegs
Certificate
Excellence
Diploma
IPA CPD
Qualifications
online
portfolio
So, has it worked?
Whilst agency spend on IPA Training has not
grown significantly over last five years …..
950
900
850
Agency spend
800
750
700
2002
2003
2004
2005
2006
…significantly greater numbers of delegates are
taking part
1800
1600
1400
1200
Courses
Workshops
Craft Skills
Prof Qual
Total
1000
800
600
400
200
0
2002
2006
ie 10% of all IPA member staff
… driven by growth in agency CPD
compliance
250
200
150
Accredited
Committed
100
50
0
2000 2001 2002 2003 2004 2005 2006 2007
And the breadth of CPD uptake amongst
IPA agency staff
CPD Logs
2006
2003
2000
0
2000
4000
6000
8000
10000 12000
Ever growing demand for CPD qualifications
Foundation Certificate holders now
total c.2000
700
600
Advanced Certificate borne out of
candidate request for ‘interim stage’
between Foundation Certificate and
more stretching Excellence
Diploma
500
400
2004
2005
2006
2007
300
200
164 candidates booked on 2007
Advanced Certificate and likely to
grow exponentially
100
0
Foundation
Certificate pool
Advanced Certificate delegate quotes
• “I think this is a brilliant idea!”
• “I really got a lot out of the material”
• “The use of facts and contemporary case studies
brought the issues to life”
• “Perfect step up for post-Foundation qualification”
87% of all new starters take the Foundation
Certificate and rate it highly
All Round
Recommend
Easy to Use
Highly Relevant
Good Experience
0
20
40
60
80
100
%
Source: Foundation Certificate User Survey, base 755
Other key indicators have improved
30%
25%
20%
Churn rate
Ethnic Diversity
15%
10%
5%
0%
2004
2005
2006
Source: IPA Census
More agencies take part
2007
2006
2005
2004
0
20
40
60
80
NB: 12% = agencies outside of London
100
From training the ‘stars’ to ‘training democracy’
2000
1500
1000
Delegates
500
0
1999
2006
Thank you