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Future of brands safe in hands of IPA Excellence Diploma graduates

Six delegates from the 2007-2008 IPA Excellence Diploma, the IPA’s highest level qualification have today (9th April) had their inspiring essays on the future of brands and brand communications published in a supplement featured in Campaign magazine.

26/02/2010

Six delegates from the 2007-2008 IPA Excellence Diploma, the IPA’s highest level qualification have today (9th April) had their inspiring essays on the future of brands and brand communications published in a supplement featured in Campaign magazine.

Matt Sadler, Planner, Euro RSCG, Alex Dunsdon, Business Director, M&C Saatchi, David Bonney, Former Planner, DDB, Richard Cordiner, Planning Director, Leo Burnett, Chris Gallery, Account Planner, McCann Erickson, Chris Stephenson, Strategy Director, Vizeum were all awarded distinctions for their outstanding and visionary 7,000 word assignments, written as the final part of the 15-month IPA Excellence Diploma.

Matt Sadler was also awarded the accolade of the President’s Prize Essay, and Alex Dunsdon won the DDS Award for Outstanding Body of Work, for the candidate who consistently achieves the highest standard.

Download all the 2009 Excellence Diploma essays

The published essays include:

President’s prize:
 Data is our future: Welcome to the age of infomagination, by Matt Sadler
, “A lot of people find data scary. Not me. I believe embracing data is vital for our industry, and I want to inspire everyone to love it. Welcome to the Age of Infomagination.”

DDS award for outstanding body of work:
 Beware the Age of Conversation. Embrace the Age of Osmosis
, by Alex Dunsdon“We’re entering an Age of Conversation where people have active dialogues with brands. We need to shift our focus by losing our ideas obsession and helping people retrieve brand memories.”

We believe the people should control the means of branding, by David Bonney, “2011 and “collective investment” facilitates consumers becoming brand owners, harnessing the power of branding for their own ends.” 

Brand Story, by Richard Cordiner
“I believe that the future of brands lies in telling stories that inspire and move us.”

I believe that yes, we can learn how to change from Brand Obama, by Chris Gallery, “Brand Obama shows us there is still a place in the world for brands with big ideas, as long as they are driven by a powerful emotion that manifests itself in lots of small actions.”

I believe that brands should only invest in marketing communications through existing users of their brands, by Chris Stephenson, “I believe we’ve come to accept that the primary role for marketing communications is growth through customer acquisition. In doing so we virtually ignore the existence of current customers and the pivotal role they play in the growth of brands.”

Says Nick Kendall, Group Strategy Director, BBH and Chairman of Judges, “The pieces in this supplement are examples of the quality and originality of the thinking the Diploma asks of our people. In these uncertain times, I find these pieces, and the quality of the people who wrote them – indeed the quality of all the people who took the Diploma – strangely comforting. If we are to remake our industry as the best in the world, we need to commit to a vision of superlative ideas driven by equally superb strategic brand advice. Professionalism, the right to call ourselves experts in brands, will help put clear-blue water between us and most in the world.”

Says Henry Lawson, President, DDS and sponsor of the IPA Excellence Diploma, “When I read the graduates’ essays, I was struck by the insight and hard work they demonstrate. Current conditions are unforgiving but they do foster change. The Diploma graduates will have the opportunity to shape their businesses and hone their skills in ways that just don’t happen in boom times. They will be supremely equipped for the rest of their careers and, with our industry attracting talent like this, we can all be optimistic.”

In total, 16 candidates successfully completed the 2007-2008 Excellence Diploma. For the full results please visit: http://www.ipa.co.uk/DisplayContent.aspx?id=3940  

The IPA launched the Excellence Diploma in 2004, under the presidency of Stephen Woodford, to raise the real and perceived professionalism and value of marketing communications. Diploma modules cover: the role of brands, people and brands, brands and channel thinking, brands and creativity, brands and measurement, and brands and leadership. Candidates are given a mentor from their agency for support and to help them put the thinking into practice.
Last updated 26/02/2010


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