IPA Qualifications

Between 2004–08 I managed the fledgling professional qualifications programme for the Institute of Practitioners in Advertising (IPA). During a period of growth for the programme I was responsible for a small team, and in 2007 earned recognition via a National Training Award.

Key Responsibilities

  • Overseeing growth from one qualification with 280 participants annually to four qualifications with nearly 1,200 participants in 2008.
  • Liaising with subject matter experts to develop learning content for online, in-person, and hybrid delivery methods.
  • Marketing and selling the qualifications to advertising industry professionals, their managers, and human resources staff.


Sam has been an invaluable contributor to this programme which has now become a core strand of the IPA Professional Development offering. He has excellent project management skills which have enabled him to tackle new and challenging projects and to bring them to completion efficiently and effectively… He is an excellent teacher and, as a manager, inspires loyalty and trust.

Ann Murray Chatterton, Professional Development Director, IPA