This interview for my research into Perceptions of Coaching in the UK Creative Industries was with Jill Fear, Continuous Professional Development (CPD) Manager for the Institute of Practitioners in Advertising (IPA).
The IPA is the industry body and professional institute for leading advertising, media and marketing communications agencies in the UK. Collectively, IPA members handle over 80% of media spend (worth Â£13 billion in 2004) and a large proportion of the Â£43 billion spent on marketing in the UK each year.
The role of the IPA’s 55-strong staff is to serve, promote and anticipate the collective interests of IPA members; and in particular to define, develop and help maintain the highest possible standards of professional practice within the business. The IPA’s CPD in Advertising Standard is the industry’s training and people development standard, launched in 1999. Commitment to achieving the standard is now mandatory for IPA membership.
Jill Fear spent eight years at full service agencies (DMB&B and J Walter Thompson) before moving into the design industry as Group Marketing Director of Coley Porter Bell and Client Services Director of Springpoint.
In 2003 Jill joined returned to the advertising industry when she joined the Professional Development Department at the IPA (Institute of Practitioners in Advertising). There she manages the CPD (Continuous Professional Development) Accreditation Standard.
Jill’s experience of agency life as well as her current developmental role enabled her to give a well-rounded overview of the issues involved in managing and developing people in the advertising industry. She argues passionately for greater recognition of the quality of informal development practices in advertising agencies, as well as the need to balance these with more formal programmes. Towards the end of the interview she gives some excellent examples of informal coaching by managers going about their day-to-day work.
Click the ‘AUDIO MP3’ icon below to hear the interview.