Petaling Jaya, 14 September 2017: The Association of Accredited Advertising Agents Malaysia (4As) is set to raise the bar in advancing the advertising industry by introducing the first in a series of bespoke industry courses, developed by the UK-based Chartered Institute of Practitioners in Advertising (IPA).

The inaugural course, 4As/IPA Account Management Bootcamp, is a three-day programme targeting Account Managers, Account Directors and Planners. The programme is an immersion into the core of what builds that illusive level of trust within advertising agencies and their clients.

“We are dedicated to strengthening and expanding the pool of industry talent,” notes Andrew Lee, 4As President. “The bootcamp is yet another milestone for our industry as the IPA has now agreed for 4As to run their bespoke UK advertising industry courses locally, using IPA endorsed trainers.”

The 4As began its alliance with the IPA in December 2015 by introducing two award-winning qualifications: the IPA Foundation Certificate and the IPA Commercial Certificate. To date, over 140 Malaysian advertising practitioners have been certified with an IPA qualification. This puts them amongst a community of over 13,000 advertising practitioners spread over 60 countries, with an IPA qualification.

“4As Members can now access international professional development learning not previously available in Malaysia,” adds Khairudin Rahim, 4As CEO.

The bootcamp also addresses several key aspects that practitioners need to be fluent in to be on par with their international peers. These include how to create initiatives by understanding the client’s business, strategy, and how complex thinking can be presented in a more persuasive way. On the final day, delegates will learn how to draft cohesive creative briefs, and how to give constructive feedback when reviewing ideas.

“The well-crafted course will stimulate delegates to be more confident in building and maintaining client relationships, and enable them to engage in strategic brand discussions, develop better presentations that clients approve, and contribute to brilliant creative briefs,” explains Khairudin. “The end-goal is designed to promote better client-agency relationships and effective work.”

The 4As/IPA Account Management Bootcamp, supported by Astro, is the newest 4As initiative aimed at raising industry standards and professionalism through continuous professional development.

The course fee is RM3,500 (inclusive of 6% GST) and is HRDF claimable.


About the 4As

The Association of Accredited Advertising Agents Malaysia (4As), formed in 1971, is the Malaysian advertising industry’s foremost body engaged in promoting the value of advertising agencies in the Marketing Communications industry to advertisers, media, suppliers, government, and the public.

The association encompasses more than 80 home-grown and international member agencies who are the key players in Malaysia’s advertising industry.

The association helps grow the business of the member agencies and advance individual careers through the provision of professional development services, industry awards, advocacy, and support.

About the IPA

Widely recognized as the world’s most influential professional body of practitioners in advertising and marketing communications, the IPA (Chartered Institute of Practitioners in Advertising) has a well earned reputation for thought leadership, best practice and continuous professional development. They also provide core support and advisory services for its corporate and individual members. IPA programmes, running since 2003, have benefitted over 13,000 individuals across the globe.

Issued on behalf of the 4As

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