Ireland had the highest number of advertising executives in Europe sitting the European Advertising Certificate (EAC) this year. The EAC had 31 Irish advertising executives sitting the exam. Aisling Conlon, business development manager, IAPI, said the institute’s course provides junior staff with know-how and guidance, along with a culture of learning for new recruits entering Irish advertising. The EAC sets the benchmark for professionalism within the industry, making staff more valuable to their agency and the industry as a whole.
Leonie Howlin, Vizeum and Declan Dockery, Mediaworks, sat the EAC course
Core Media had 15 staff sitting the EAC, making it the biggest group this year, while Irish International was the largest single agency with six students. Moray MacLennan, EACA president and M&C Saatchi worldwide, said it was encouraging to see how many participants IAPI had recruited for the EAC, in what is only its second year. MacLennan said initiatives such as EAC are important in developing the best advertising talent.
The EAC is an entry level CPD programme for anyone working less than three years in an agency in Europe. It is accredited to the European Association of Communication Agencies (EACA) and is recognised by advertising networks worldwide. IAPI has exclusive rights to run the programme in Ireland.
Only IAPI member agency staff are entitled to sit the exam. Agencies who have sent staff over the past two years are Carat Ireland, Cawley NeaTBWA, Chemistry, Clear Blue Water, DDFH&B, Irish International, MediaCom, MediaVest, Mediaworks, Mindshare, Ogilvy, OMD, Radical, Starcom and Vizeum.
The qualification ensures new agency staff get a thorough understanding of advertising and its processes. Modules include advertising and communication in context; understanding clients’ businesses; client, creative and media briefs; creativity and creative development; understanding media channels and implementing creative ideas. It comprises 20 hours of online learning, followed by a two-hour written exam.
For more information and to register for the EAC course, visit www.iapi.com