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 Agency Effectiveness Accreditation which will distinguish those agencies that have made a tangible commitment to designing and measuring work that works.

Criteria

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

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

Structure:

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

Price:

Non-APG member: $450
APG Member: $375

IPA Advanced Certificate in Effectiveness

Structure:

35 hours of on demand online learning
2 hour online exam

Price:

Non-APG member: $1,450
APG Member: $1,350

Warc Master of Advertising Effectiveness

Structure:

30-minute video lessons
1 hour live class
6 weeks

Price:

Non Member: click here for more information
APG Member: $2485

Accredited Agencies for 2025

Each agency 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 agency qualify for APG Effectiveness Accreditation?

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

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

Given industry movement, accreditation for each agency 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 agency's accreditation anniversary, or prior to the next Advanced Effectiveness registration date (whichever occurs earlier), the APG will reach out to your agency 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 strategists in the agency must have successfully completed the IPA Advanced Certificate in Effectiveness OR
A minimum of two strategists in the agency 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 agency's anniversary date, the designation will be removed. Agency's 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.