Over a third of Britain's top thirty agencies – among them Ogilvy & Mather, Lowe Lintas, Bates UK, Euro RSCG Wnek Gosper and Grey – currently fail to meet performance targets under the Continuous Professional Development Standard introduced by the Institute of Practitioners in Advertising.
In all, twenty-six of the 68 agencies adopting the CDPS failed to gain accreditation because, says the IPA, they failed to provide their staff with sufficient numbers of internet-connected computer screens. The CPDS standard requires agency staff to interact regularly with the IPA’s website, via which their activities and working logs are monitored and archived.
Commented outgoing IPA president Rupert Howell: “With the internet becoming a major medium I find it odd and very surprising that there are still agencies lagging behind.”
But Ann Murray Chatterton, the IPA's director of training and development, was less admonitory: “The fact that some agencies have not yet been accredited is no reflection on their commitment. All are working hard to develop their staff and I'm sure all will be accredited, some as early as next month.”
News Source: CampaignLive (UK)