THE Association of Accredited Advertising Agents Malaysia (4As) is launching its slate of programmes for 2021 with the IPA Effectiveness Essentials Certificate (IIEC), thus reaffirming its commitment to foster continuous professional development for agency and marketing practitioners.
Conducted by the 4As’ long-established training partner the Chartered Institute of Practitioners in Advertising (IPA) UK, the certificate is primarily aimed at entry-level practitioners in agency and client businesses.
This is regardless that any staff would benefit from the overview of the key thinking, knowledge, and practices of effectiveness that the course offers.
“Effectiveness should be of paramount importance to everyone involved in planning and executing marketing campaigns,” 4As CEO Khairudin Rahim pointed out. “Successful practitioners plan for effectiveness early in the day and not as an afterthought.”
Furthermore, the industry wrestles daily with short-termism, lack of investment in commercial creativity, the battle for consumer attention, and evolving consumer behaviour, according to Khairudin.
“This qualification gives practitioners in advertising and marketing the correct set of lenses to plan and think about effectiveness early,” he noted.
The IEEC provides 10 hours of online learning which is divided into 10 modules.
At the end of the programme, delegates will learn why effectiveness matters to brands; understand the principles of effectiveness and how they can make the case for commercial creativity.
“Since 2008, the 4As has emphasised effectiveness as a key metric through the introduction in Malaysia of the Effie Awards, recognised internationally by agencies and advertisers as the communications industry’s pre-eminent award for marketing effectiveness,” explained Khairudin.
“We want to reinforce the culture of effectiveness in the marketing communications industry and build the word ‘effectiveness’ into the everyday language of agency and advertiser conversations.”
The Human Resources Development Fund (HRDF)-claimable course fee is RM1,250 +6% SST for 4As members and RM1,550 +6% for non-members.
To register or for more information, please contact Kandesh at the 4As Secretariat via e-mail ([email protected]) or call +603-7660 8535. – Jan 11, 2021
