IPA unveils industry qualification.

The IPA has launched a major initiative to give newcomers to advertising a basic knowledge of the industry.

The IPA Foundation Certificate is intended not only to answer outside criticism that the industry offers too few professional qualifications, but that its growing fragmentation prevents recruits from learning how its various parts combine to build brands.

Stephen Woodford, the IPA president, has made setting up a low-cost and largely online foundation course his personal crusade.

He claims that the growing specialisation within the industry, particularly the split between creative and media agencies, makes it difficult for new arrivals to understand all forms of communications.

The free programme will be open to all newcomers, suits or creatives, and irrespective of the kind of agency ...