IPA certificate sees president prime young creative guns

IPA president and BBH chief executive Karen Martin is coming good on her promise to put creativity at the heart of the advertising and marketing industry by backing the launch of a new qualification designed to empower the next generation of creative talent.

The IPA’s Creative Essentials Certificate is the cornerstone of Martin’s agenda to put creativity back at the heart of the industry and empower the “young guns”.

Running from April 20 to July 6 2026, the eight-week qualification programme is designed for early-career creatives, offering practical tools, inspiration and industry insight to help them develop, craft and sell work that truly moves audiences.

Across a range of interactive sessions, participants will explore the full creative journey, from understanding their role within the agency and developing their voice, to shaping, crafting and pitching ideas with confidence. The course will also delve into building client partnerships and managing long-term career growth.

Sessions will be led by industry leaders from top agencies, including BBH, Biscuit Filmworks, Wieden & Kennedy and the IPA, and hosted at the IPA and other key London creative spaces.

Martin said: “I’m beyond proud to launch the IPA’s first Creative Essentials Certificate – a programme built to inspire and empower the next generation of creative talent.

“Over eight weeks, we’ll explore what makes great creative work truly great – from the spark of an idea, to crafting compelling pitches, to selling work that moves clients and audiences alike. It’s a chance for early-career creatives to understand not just how to do the job, but why it matters. Creativity is our industry’s superpower, and this course will help you use it to its full potential.”

IPA director general Paul Bainsfair added: “Karen’s agenda has put creativity firmly back at the heart of the business. And the Creative Essentials Certificate is a brilliant example of that commitment in action, giving the next generation of creatives the skills, confidence and commercial understanding to make their mark.

“For anyone starting out in the business, it’s an unmissable opportunity to learn from the best and build a career on strong creative foundations.”