PHD, part of the Omnicom Media Group, has partnered with the UK’s Institute of Practitioners in Advertising (IPA) to localise and adapt its professional education material and examination for Middle East media professionals. Established for over 10 years, The IPA Foundation Certificate is an award-winning online learning program designed to provide junior industry professionals with the knowledge to perform their day-to-day roles with confidence and expertise. With over 10,000 executives in the UK certified, PHD are the first media agency executives in the Middle East to take and successfully pass the exam to secure the IPA’s Foundation Certificate.
“PHD is all about ‘finding a better way,’ not just for ourselves or our clients, but also for the industry in which we operate,” says Elda Choucair, Managing Director, PHD UAE. “Wherever it operates, PHD has always been a strong supporter of raising industry standards. I am very proud of the role we’ve taken in localising IPA’s Foundation Certificate for our industry and our team’s results in the examination. We’ve partnered with the IPA because we see it as part of our role to develop the future talent of our industry.”