CAREERS: IPA modernises training course - Trainees are given a grounding in the industry basics at the Institute of Practitioners in Advertising Evening Series, writes Mark Robinson

Early this month saw the final session of the IPA’s Evening Series for trainees - young people who have recently entered advertising from university.

Early this month saw the final session of the IPA’s Evening Series

for trainees - young people who have recently entered advertising from


It is the first stage in the IPA 7 Stages, the continuing professional

development programme. It was first designed more than ten years ago to

meet the needs of agency people from new recruit through to chief


Some things about the Evening Series haven’t changed over the years: it

still provides the opportunity to meet some of the stars in the agency

world and hear their views on what constitutes excellence in their job


Speakers this year have included Peter Souter from AMV BBDO, Mark Lund

of Delaney Fletcher Bozell and Mandy Pooler of MindShare. And it still

allows the trainees to meet and form friendships with their peer group

from other agencies and media specialists. With 140 delegates from 33

companies, there are plenty to choose from.

But other things have changed significantly. Delegates don’t just sit

there any more, they have to work on a real project, trying to come up

with joined-up strategic thinking on a real marketing issue and present

it to a real client.

They also have to ’post’ a summary of the important bits of each evening

on the IPA’s Stage I web site, so other delegates and those who are

outside London and can’t attend can share some of the learning. In

addition, every day a question is posted on the site.

And the solutions they come up with have to be integrated across the

most appropriate methods of communication. Last Tuesday’s presentations,

focusing on Bombay Sapphire Martinis, elicited many suggestions. One was

for hired ’beautiful people’ with vivid blue contact lenses to visit

bars as living brand theatre. Another was for an interactive web site

tied to Time Out magazine that would provide the sort of individualists

who might drink the cocktail with their own listing.

Only two of the 12 syndicates which presented had national TV on their

media plans and both had some interesting programming ideas that

provided a good rationale for its inclusion.

Of course, Stage 1 is just an adjunct to all the training and

development going on back in their agencies. Whether it is formal or

informal, on or off the job, by which account handlers, planners and

media people learn their craft skills. It does, however, serve to raise

delegates’ horizons and encompass the wider world of why we communicate

and how we can do it with excellence.

Mark Robinson is marketing director at J Walter Thompson and chairman of

IPA Stage 1


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message