Commercial Essentials Certificate – Online

Agencies must be strong, both creatively and commercially, to succeed. This qualification will introduce you to the fundamentals of agency and client business, so you can incorporate that learning into your day-to-day work as early as possible.

Primarily for Senior Account Manager and Account Director level (or equivalent), the qualification is also suitable for any staff who want to raise their commercial nous and get a better understanding of the commercial factors influencing agencies and clients.

• Understand how agencies make money and the financial processes within an agency.
• Learn the financial language in use in client and agency businesses today.
• Gain an introductory understanding of what best-practice financial management looks like for day-to-day activities such as media booking and production.
• Learn the KPIs clients and agencies use to measure commercial success.
• Learn the different fee models in use today.
• Learn how to scope a project.

These areas are divided into seven online modules, each of which provides the insights and tools you will need to get started on your commercial career in advertising.

View the full Commercial Essentials Certificate syllabus.

• There are approximately eight hours of online learning accessible through the IPA website on any device.
• By completing a diagnostic quiz before you start, you can tailor your learning and the level of detail of your study.
• If you successfully complete all seven modules, two self-tests, and pass the online exam, you will be awarded one MIPA star.

How to make key financial decisions within all departments of the agency.

This seven-module, eight-hour online qualification will help you gain the skills you need to move up the career ladder with confidence and be able to make key financial decisions within all departments of the agency.

Module 1 – Understanding agency finances

This module looks at the people, process, and tools involved in the commercial management of an agency. You will learn financial terminology and understand the importance of finance for a media agency.

Module 2 – The key numbers for agencies

Explores Key Performance Indicators (KPIs) that agencies use, and how a range of KPIs are used to measure individuals’ and the agency’s business performance.

Module 3 – Fees: How agencies are paid

Looks at the different fee models used by media agencies, and how and why agency fee structures have changed over time.

Module 4 – Finance and production

This module teaches how to effectively manage the complex and costly process of production to produce quality assets while avoiding exposing the client or agency to financial risk. We give an insight into how good commercial management of production is important for building strong relationships with clients.

Module 5 – Finance and media agencies

We look at how the media buying process can fundamentally impact the commercial success of an agency, as well as client and supplier relationships.

Module 6 – Scope of work

This module introduces the Scope of Work document and explains both its financial importance and why it is such a critical process to manage. There is also a downloadable SOW template, one of the most important tools to ensure your projects deliver on time and on budget.

Module 7 – Understanding client finances

This module provides an overview of how client businesses operate, which helps us to understand client perspectives and their priorities when they are working with agencies.