Trade body's professional accreditation jointly adapted for the Middle East
Dubai, 17 June 2014: 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. They 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 award-winning online learning program, designed to provide junior industry professionals with the knowledge to perform their day-to-day roles with confidence and expertise. 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 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."
"PHD is all about "finding a better way", not just for ourselves or our clients but also for the industry in which we operate," commented Elda Choucair, managing director of PHD UAE. "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."
About the IPA:
The Institute of Practitioners in Advertising is the professional body for advertising, media and marketing communications agencies in the United Kingdom. Its role is two-fold: to provide essential core support services to our 300 agency members who are key players in the UK's £16.7bn advertising, media and marketing communications industry; and to act as the industry spokesman. The IPA was established in 1917. Its core services cover a number of advisory services, from commercials production to all aspects of agency management. Members also have free access to its legal team, a wealth of online information through its insight team and to the industry's media research contracts. It also offers bespoke agency training and qualifications. In addition, the IPA runs three award schemes.
About PHD:
PHD Worldwide is known globally as an innovator in communications planning and buying across broadcast, print, digital, mobile, social and emerging media. Built on a culture of thought leadership, PHD's philosophy is "Finding a Better Way." PHD is one of the world's fastest growing and most awarded media and communication agencies, with over 3,000 staff working in over 80 offices worldwide.
In the Middle East, it first opened in Dubai in 2005, creating a team for Abu Dhabi in 2008 and opening an office in Riyadh in 2010. At the end of 2012, PHD was awarded 20 'Agency of the Year' accolades including Adweek's 'Global Media Agency of the Year', while the Cristal Festival named it Media Network of the Year in 2013. Not only has its philosophy of "Finding a Better Way" proved effective for its clients, which include Arla, Bentley, Hyatt, Mashreq Bank, Porsche and SC Johnson, it has also contributed to PHD being named a Great Place to Work in the UAE three years in a row, ranking third in 2014.
PHD is part of the Omnicom Media Group (www.omnicommediagroup.com), a division of Omnicom Group Inc. (NYSE: OMC)
FOR MORE INFORMATION:
Ms Rachel Maher
Marketing Manager, PHD UAE
T: +971 4 457 4507
E: rachel.maher@phdmedia.com
© Press Release 2014
