4As partners up with IPA once again

For the second time this year, the Association of Accredited Advertising Agents (4As) is partnering with the UK-based Institute of Practitioners in Advertising (IPA) to introduce the IPA Commercial Certificate in Malaysia to arm future advertising industry leaders with an education in agency finance.The certificate, crafted by advertising practitioners from the IPA Finance Policy Group, aims to strengthen an understanding of the commercial factors that influence agencies and clients. The certificate targets Senior account managers, account directors or equivalent from creative, media, and digital agencies.“When you learn how to handle finances, you’re effectively shaping the future of your agency,” Khairudin Rahim, 4As CEO said. “Finance is the key element of every role within an agency, and it’s imperative for the sustainability of our industry that agencies not only produce great work, but work towards producing great work at a profit.”“Clients are financially astute, and if you want to progress as a leader, this qualification enables you to talk face to face with confidence at the client level,” added Khairudin.The course, made up of seven sections  includes the language of finance, KPIs – the key numbers for agencies, fees – how payment structures have evolved, Contracts, Client profit and loss, How clients think and operate - with each forming a learning path in the online programme.