Karen Martin, IPA President and BBH CEO, has supercharged her commitment to driving creativity in the industry with the launch of the Creative Essentials Certificate.

The new course is the cornerstone of Martin’s IPA agenda of putting creativity back at the heart of the industry and empowering the next generation of talent. Martin announced the launch of the new certificate at a packed-out President’s drinks at the IPA’s iconic Belgrave Square HQ.

Running from 20 April to 6 July 2026, the eight-week qualification programme is designed for early-career creatives, offering practical tools, inspiration and industry insight to help them develop, craft and sell work that truly moves audiences.

The course will cover a range of topics from helping creatives to understand their role within the agency and developing their voice, to shaping, crafting and pitching ideas with confidence. The course will also delve into building client partnerships and managing long-term career growth.

Sessions will be led by industry leaders from top agencies, including BBH, Biscuit Filmworks, Wieden & Kennedy and the IPA.

Martin explained: “I’m beyond proud to launch the IPA’s first Creative Essentials Certificate – a programme built to inspire and empower the next generation of creative talent.”

She continued: “Over eight weeks, we’ll explore what makes great creative work truly great - from the spark of an idea, to crafting compelling pitches, to selling work that moves clients and audiences alike. It’s a chance for early-career creatives to understand not just how to do the job, but why it matters. Creativity is our industry’s superpower, and this course will help you use it to its full potential.”

Paul Bainsfair, Director General of the IPA, added: “Karen’s agenda has put creativity firmly back at the heart of the business. And the Creative Essentials Certificate is a brilliant example of that commitment in action, giving the next generation of creatives the skills, confidence and commercial understanding to make their mark. For anyone starting out in the business, it’s an unmissable opportunity to learn from the best and build a career on strong creative foundations.” 

By kicking off the new year with a focus on action and learning, Martin has successfully reminded the industry that creativity is the reason we get out of bed in the morning. (Even when those mornings are exceptionally dark.)

For further details about the qualification, please click here.