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IPA Excellence Diploma Final Assignments 2014-2015

The Excellence Diploma was created in 2005 as the pinnacle IPA qualification aimed at practitioners who are fascinated by brands. Since then, over 100 people have passed the qualification, with those achieving distinctions being published in Campaign magazine.  The course is co-chaired by Nick Kendall founder of Bro-Ken and Stuart Sullivan-Martin, Chief Strategy Officer at MEC, with contributions from leading agency practitioners.
Candidates work through the most comprehensive reading list ever compiled on brands over a 12-month period, they contribute to group workshops led by module editors and are encouraged to voice their opinion through a series of essays. The programme culminates in a final thesis marked by a panel of senior practitioners and industry gurus. Past delegates and their agency CEOs have described the outputs as being the NPD for the advertising industry

The aim is to challenge people to become experts in the central thing we make - brands as ideas to live by, to help delegates develop their own personal vision for 3 simple questions: - what is a brand? How can it add value to a business? How to build a great one? And finally to equip people with the key shared theories, learnings and case-histories on brands.

Below are the final 7,000 word thesis' for the IPA Excellence Diploma 2014/2015

The 4 essays that feature in the Campaign supplement:

Presidents Prize and Distinction - The Hare and the Tortoise by Charlie Ebdy, Head of Strategy, Vizeum UK

Outstanding Body of work and Distinction - Learning from the Quiet Ones by Susanna Cousins, Stratgeist, MEC

Distinction - The Era of Genius is over. Now is the Era of Scenius by Scott Brenman, Global Stratgey Director, MEC

Distinction - The Dangerous Book for Brands by John Scott, Senior Strategist, Drum

Other final essays in no particular order:

I believe that in the future all brands will need to be sensational by Hamid Sirhan, Senior Digital Strategist, Huge

I believe that client side marketing must embrace the tension between art and science to deliver human value in the world by Ester Broome, Global Marketing Manager, William Grant & Sons Distillers

I believe the future of brands and brand communications lies in each of us learning to navigate uncertainty by James Price, Senior Planner, Adam&eve DDB

I believe that the future of brand communications is to move from Brief Centred Advertising to User Centred Advertising by John Clarvis, Creative Technologist, MEC

I believe brands need to create and reinforce positive brand memories, by Richard Bartlett, Communications Director, MEC

Unleashing Creativity by Thinking Differently by Bas van Waveren, ex Global Insight Manager, Unilever

I believe the future of brands lies in shortcuts by Hannah Shackleford, Regional Strategy Director, OMD UK

I believe the future of brands comes from China and started digitally by Natalja Piiskoppel, Strategy Director, Vizeum EMEA

I believe picking a fight is a great way for a brand to become influential by Sinead Cosgrove, Planning Director, Chemistry

Inevitable - Why user experience means C21st brands need to learn to be chosen by Andrew Bent, Creative Lead, Google

Brand encounters of the frictionless kind: I believe brands need to generate positive friction by Chris Worrell, Group Strategy Director, MEC

I believe that in the future brands will need to be mindful by Patrick Netherton, Senior Account Director, JWT

Last updated 02/03/2016

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