We are proud to have achieved the Institute of Practitioners in Advertising’s (IPA) Continuous Professional Development (CPD) standard.

Not only is this testament that we have some of the best talent in the industry on our team, but also of our commitment as an employer to investing in our people.

A great deal of work went into achieving the standard to ensure all roles within our business are compliant. Everyone is involved from account handling and creative teams to finance and office support.

As well as having a strategic development plan we have an induction programme for all new joiners, a thorough appraisal system and individual CPD diaries demonstrate more than double the 24-hours minimum requirement for development activity. Also roughly 10% of our people qualified for LegRegs, which ensures account management are fully conversant with the legalities of our industry, and/or the Commercial Certificate, which educates the team on finance. 

The CPD standard has helped us to achieve many of our business objectives.

It has helped develop knowledge and confidence in our position as a leading authority in shaping shopper behaviour with behavioural economics theories ingrained in everything we do. 

As well as helping us to develop high performing leaders it has enabled us to grow a culture of wellbeing among the team. We have also developed our creative product, raising the quality of this service to clients.

Our success is evidenced. 

Our employee satisfaction survey showed an 18% average agreement shift from agree to strongly agree from the 2016 to 2017 results across the survey. We have also increased our Net Promoter Score (NPS), which measures the willingness of clients to recommend us.

The IPA CPD standard gives me confidence that we are looking after our greatest asset, our people, and that they are developing in the best possible way, raising the bar on the service that we deliver and driving professionalism in our industry.

Sue Benson, Managing Director, The Behaviours Agency