Online Certifications

Through strategic partnerships, 4A’s provides online certifications for agency employees to substantiate their skills, further showcasing agency-wide capabilities to client partners.

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IPA Global Foundation Certificate, September 30th

Registration Deadline: April 26, 2019

4A's Member: $575 (Login with your 4A's Profile for Member Discount) / Non Member: $635

Once course is purchased, please allow 2-3 business days for access to IPA platform. If you have any questions please contact us at

What Will You Learn

  • Gain an essential overview of all areas of advertising – this course will take you on a journey through the entire brand communication process in just 30 hours
  • Learn about the creative process, from fostering creativity in your everyday environment to understanding the invaluable role of media
  • Discover the importance of effectiveness to the industry and the development of theories
  • Build on your knowledge of the client and agency roles and the marketing tools available to today’s marketers and agencies while understanding how to perform your role with confidence and expertise

Who Should Attend

  • Individuals with less than a year's experience in an advertising, marketing or communications role
  • From recent graduates in their first year to young professionals just starting out or people entering the industry from another profession

IPA Commercial Certificate

4A's Members: $250 (Login with your 4A's Profile for Member Discount) / Non-Members: $325

What Will You Learn

  • Gain a full understanding of the roles, responsibilities and processes in the finance department
  • Get to grips with KPI’s and fee payment structures
  • Understand by example the financial processes within different agency departments including media specific issues
  • Discover a new found confidence when negotiating or complying with the terms of a contract
  • Build better relationship with your clients by understanding the financial terminology they use

Who Should Attend

  • All agency staff across any discipline, especially for anyone in a client-facing role who is keen to develop their commercial acumen


Registration Deadline: August 9th, 2019

4A's Members: $700 (Login with your 4A's Profile for Member Discount) / Non-Members: $850 

Once the course is purchased, please allow 2-3 business days for access to IPA platform. If you have any questions please contact us at


For campaigns to really work, it’s essential to make a thorough evaluation part of the mix. The Global Eff Test Certificate offers a solid grounding in understanding and measuring advertising effectiveness. In just 35 hours of online learning, you’ll develop better awareness and more forensic critical thinking approach to the evaluation of campaigns.


What Will You Learn

  • Discover effective ways to prove the value of your contribution to your client’s business and improve your relationship with them by speaking their language

  • Learn how to utilize tools to measure multi-platform activity, from sponsorship, digital and promotional to CRM and DM activity

  • Create measurement programs that enable you to confidently and correctly analyze the impact and effect of any campaign

  • Write a brilliant effectiveness paper with the useful tactics we share with you

Who Should Attend

  • 4-10 years of experience

  • Primarily aimed at mid-level planners, account handlers and brand managers

  • Anyone involved in strategic development and the evaluation of effective creative work across all disciplines – be it agency or client side - will find this course invaluable

How Is Learning Delivered and Assessed

  • The Eff Test Certificate consists of 35 hours of online learning delivered across 13 modules which you can complete at your own pace in your own time

  • Candidates should allow 2-3 months of study prior to sitting an exam

  • This qualification is assessed via a formal 2-hour online exam, 3 hours in non-English speaking countries – it includes multiple choice, mathematical and short-form essay questions

  • Candidates can access and download the learning through the IPA website on any device, or via the IPA Learning app

  • The passing grade for the final exam is 50%. Candidates who pass will be awarded a digital certificate of completion and 3 MIPA stars towards personal accreditation.

IPA Eff Test

Eff Test Certificate Syllabus

The Eff Test Certificate is delivered in 35 hours of online learning, split across 13 modules. Click here to download the Eff Test Certificate Syllabus.

1. Introduction to Effectiveness Testing

This module introduces effectiveness testing and why it is important. It also includes empirical evidence of some of the key drivers of effective communications.

2. Planning for Effectiveness

This module reviews the key principles of evaluation and setting objectives, highlighting some of the pros and cons of benchmarking and identifying the many levels of measurement that must be considered.

3. Input Measures

This module reviews the many different input measures (and sources) that need to be examined.

4. Output Measures: Awareness and Attitudes

This module focuses on the key measures of awareness, comprehension and brand image, and their pitfalls.

5. Output Measures: Behavioural

Moving from reach, through engagement, we get to outcome. In this module, we’ll look at what behavioural impact a campaign has.

6. Output Measures: Business

This module explores the various business measures most commonly used and their relative strengths and weaknesses.

7. Isolating your Activity: Non-Econometric

This module explores the fundamentals of analysis where the budgets/time for econometrics are not available. The chapter highlights the common misassumptions made in analysis.

8. Isolating your Activity: Econometrics

Since econometrics is the ‘Holy Grail’ of evaluation, a lot of time is dedicated to exploring what makes for good (and poor) econometrics. In this module, we discuss its applicability.

9. Payback and ROMI

This module explores how to calculate both payback and ROMI, and discusses the relative merits and drawbacks of each.

10. Evaluating DM and CRM Activity

This module evaluates certain specific types of media choices and examines evaluation techniques across Direct Marketing and Customer Relationship Marketing activity.

11. Evaluating Digital

This module explores the ways to evaluate campaigns across the broad spectrum of digital. Some of the current debates around digital are also discussed, such as the myth and illusion of digital data.

12. Evaluating Promotional, PR and Sponsorship Activity

This module looks at the multiple ways promotions are used (from tactical through to strategic) and how best to measure them. The key methodologies used to evaluate PR and sponsorship are also explored (as well as the issues attached to some of these methods).

13. Evaluating Public Sector Campaigns

This final module reviews how best to evaluate the impact of social cause campaigns (often more in terms of longer-term behavioral shifts and potential cost savings upon the public purse).



4A's Members: $450 (Login with your 4A's Profile for Member Discount) / Non-Members: $500

Registration Deadline: August 21st 

Once the course is purchased, please allow 2-3 business days for access to IPA platform. If you have any questions please contact us at


What Will You Learn

  • Gain an essential grounding in how to be a successful client manager and strategic thinker.
  • Become better at briefing, planning and executing digital marketing campaigns
  • Understand each of the key disciplines in digital marketing, providing you with a background knowledge that will enable you to hold your own in team and client meetings
  • Learn how to buy traffic through display marketing and how to manage successful campaigns
  • Explore how SEO has evolved and how to make it work for you
  • Understand affiliate marketing, what’s involved and how to manage campaigns successfully
  • Learn about Paid Search and how to efficiently manage your keyword strategies

Who Should Attend

  • Designed for junior practitioners working in the communications industry
  • You may be in your first year within a digital agency or specialist department
  • Ideal for more experienced individuals looking to add knowledge of digital to their existing skill set