Intro

The APG is committed to inspiring and championing the Canadian strategy community and one of our key areas of focus is effectiveness. That's why are launching Effectiveness Accreditation which will distinguish those marketers that have made a tangible commitment to designing and measuring work that works.

Criteria

To achieve APG Effectiveness Accreditation, agencies and client organizations must meet one of the following requirements:

A minimum of two employees must have successfully completed the IPA Advanced Certificate in Effectiveness or the WARC Masters in Advertising Effectiveness OR
A minimum of four employees must have successfully completed the the IPA Effectiveness Essentials Certificate.

Given industry movement, accreditation will be reviewed by the APG on an annual basis.

Comparing the Courses

The IPA and WARC are heavyweight brands when it comes to Effectiveness. Enrollment in a course from either organization will give you the skills you need. Specific details on the differences in the courses can be found below.

IPA Effectiveness Essentials Certificate

Content:

Principles of effectiveness

Structure:

10 hours of on demand online learning
30-minute multiple choice exam.

Price:

Non-APG member: $470
APG Member: $400

IPA Advanced Certificate in Effectiveness

Content:

Deep dive into measurement, evaluation and econometrics

Structure:

35 hours of on demand online learning over 8-12 weeks
2 hour online exam

Price:

Non-APG member: $1,700
APG Member: $1,600

Warc Master of Advertising Effectiveness

Content:

Strategic frameworks and real world application

Structure:

11 hours of on demand online learning over 6 weeks, plus 1 hour live class
Multiple choice exam

Price:

Non Member: click here for more information
APG Member: $2,665

Accredited Brands for 2025

Each brand will be reviewed to ensure it still meets the criteria for accreditation every 12 months.

What clients say

Why are you doing this?

It's not just about proving that the work is working (after the fact) but ensuring we increase our odds of success.

The APG believes that to be regarded as partners in our clients business, we have an obligation to ensure that our work goes beyond vanity metrics and awards. Our work needs to actually address their business problems.

How does my organization qualify for APG Effectiveness Accreditation?

In order to qualify, your organization must meet one of two requirements below:

A minimum of two employees must have successfully completed either the IPA Advanced Certificate in Effectiveness or the WARC Master of Advertising Effectiveness OR
A minimum of four employees must have successfully completed the IPA Effectiveness Essentials Certificate.

Given industry movement, accreditation for each brand will be reviewed by the APG on an annual basis.

How can I enroll myself or my team members in the IPA or Lions Learning courses?

Registration for the IPA Advanced Effectiveness Course and and Warc Master of Advertising Effectiveness occur on specific dates.

For more information on the IPA Advanced Effectiveness Course and registration dates, click here.

For more information on the Warc Master of Advertising Effectiveness and registration dates, click here.

Registration for the IPA Effectiveness Essentials Course is rolling and you can enrol here.

Which effectiveness course should I take?

This depends on your preferred stye of learning.

All courses are offered online, however the IPA classes are on demand, while the WARC class also includes live classes.

How will annual review of accrediitation work?

Three months prior to your organization's accreditation anniversary, the APG will reach out and notify you of your upcoming renewal period.

At that time, the APG will verify whether you still meet the requirements ie:

A minimum of two employees must have successfully completed the IPA Advanced Certificate in Effectiveness OR
A minimum of two employees must have successfully completed the IPA Effectiveness Essentials Certificate or WARC Masters in Advertising Effectiveness course.

If the either criteria is not successfully met by the organization's anniversary date, the designation will be removed. Organizations may reapply for designation at any time.

Please note, in an effort to continually increase the industry's commitment to effectiveness, the APG will be reviewing the minimum requirements on an annual basis.

Can an individual be accredited?

At this time, only organizations (agencies, brands) can be accredited. However, an individual that completes one of the effectiveness courses will increase their value to these organizations.