Make better, more informed, more strategic decisions in your role and empower yourself to work more collaboratively, efficiently and effectively with the Effectiveness Essentials Certificate.


The IPA Effectiveness Essentials Certificate, is an online foundation course offered by the IPA in association with the EACA. Effectiveness has always been what advertising and marketing should be about, but never more so than today. This industry wrestles with short-termism, lack of investment in commercial creativity, the battle for consumer attention, and evolving consumer behaviour. These challenges won’t go away by taking the course, but its 10 modules will allow you to make more informed, more insightful and more strategic decisions.


10-hours of online learning accessible through the IPA website on any device, or via the IPA Learning app.


Primarily aimed at entry-level advertising practitioners in agency and client businesses.

But anyone at any level from any department would benefit from the overview of the key thinking, knowledge and practices of effectiveness that Effectiveness Essentials offers.

Mid to senior practitioners in effectiveness, planning and strategy with at least 3 years' experience should embark on the Advanced Certificate in Effectiveness (formerly known as the Eff Test Certificate).


Discover lessons from award-winning effectiveness papers.

Understand the principles of effectiveness, why it matters and how you can make the case for commercial creativity.

Learn effectiveness best practice and why a culture of effectiveness should be embedded in your workplace.

Make better, more informed, more strategic decisions in your role.


Examined via a 35-minute multiple-choice online exam.

There is no booking deadline for the Effectiveness Essentials Certificate. Participants members can access the online learning and exam at any time.

Candidates who achieve a pass grade of 75% in the final exam will be awarded a digital certificate of completion


EACA  and edcom members: €275 (+VAT if applicable).


Qualification Policy

Read the Qualification Policy.

Cancellation Policy

Read the Cancellation Policy.