Agencies need to attract the best and brightest and continually nurture people's skills to keep up with the changing market. That's why we champion learning and development. Through our Continuous Professional Development (CPD) learning programme we help you not only meet your client's needs but achieve your business goals too.
The power of learning
CPD is widely recognised as a valuable learning tool to help agencies grow their business, increase client and staff retention, save on recruitment costs and win more pitches. It's powerful stuff.
In fact, data gathered from agencies who achieved IPA CPD Gold in 2018 showed that they were enjoying:
- 80% staff retention, against an industry average of 70%
- £152,000 saved in recruitment fees
- £110 return for every £1 spent on CPD
- 83% positive client rating
For ambitious practitioners, CPD is not optional. It's essential to give their business the skills and professionalism that clients expect.
In 2016 the IPA was awarded a Royal Charter, the gold standard for professional bodies. It is government recognition that an institution represents and regulates a genuine profession.
CPD is a key driver in this, turning an ever more professional industry into an appropriately rewarded profession that attracts and retains the best and the brightest.
Courses and Qualifications to meet your needs
Today over 30,000 people hold an IPA qualification in more than 80 countries.
Our comprehensive training programme offers a wide range of courses and qualifications covering all four major practice areas:
- Brand Strategy & Effectiveness
- People Leadership & Client Services
- Creativity & Innovation
- Business & Commercial
To find the right training and development approach for you and your agency email learning@ipa.co.uk or browse our Courses & Qualifications page.
Download our Guide to IPA courses and qualifications.
Last updated 06 March 2025
There is a clear link between CPD and a happy, successful organisation. When learning is part of the DNA of the agency it permeates everything you do. We all need to view ourselves and our companies as being in a constant state of progress.