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IPA Excellence Diploma Final Assignments 2016-2017

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 5,000 word thesis' for the IPA Excellence Diploma 2016/2017

Grade: Pass with Distinction

The 3 final assignments that achieved a Pass with Distinction and will therefore feature in a Campaign Supplement on Tuesday 7th November 2017 are:

Grade: Pass with Credit

Never name your chickens: Why I believe that the future of brands is husbandry (Ed Feast, Planning Director, All Response Media)

21 Grams of Brand (Leanne Silman, Head of Account Management, M&C Saatchi)

Yes, We can! Why I believe agencies must learn from political campaigns in the era of compelxity and constraint. (Claire Coady, Strategy Director, Publicis)

Ad lib (Aimee Chalcraft, Content Strategy Director - Senior creative lead accross all content partnerships, MEC Global)

Scouting for Growth (Matt Prentis, Global Innovation Director, PHD Media)

I believe that in a voice-first world, the brands that are tip of tongue will be top of mind. (Alastair Baker, Strategy Director, Fetch)

I believe it is time for brands to become Shape Shifters. (Tifenn Cloarec, Strategy Director, Vizeum)

To thrive in the future, Brands must focus on Making enemies, not friends. (Helen St Quintin, Senior Planner, FCB Inferno)

Grade: Pass

Facing Failure (Sam Fowler, Associate Director, MediaCom)

Practice what you preach (Hannah McWilliam, Business Director (Comms Planning), Greenhouse GroupM)

From mirrors to magnets - Seduction in the age of algorithms (Earl Javier, Effectiveness Director, Ogilvy & Mather Philippines)

I believe agencies have developed ADHD and their future lies in the delivery of long-term thinking (Andy Collins, Performance Planning Business Director, MEC Global)

The age of influence (David Graham, Group Strategy Director, MEC Global)

Last updated 16/10/2017

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