(July 29, 2019) – Allyson Russo, HCP Associate’s Integrated Media Manager, recently earned the Eff certification through the Institute of Practitioners in Advertising (IPA) in association with 4A’s Foundation. The Eff test certificate recognizes successful completion of coursework aimed at providing professionals with a solid grounding in understanding and measuring advertising effectiveness. The online course enables individuals to develop a more forensic critical thinking approach to the evaluation of campaigns.

The Eff test certificate consists of 35 hours of online learning delivered across 13 modules. The course allows individuals to learn how to utilize tools to measure multi-platform activity, from digital and promotional sponsorship to CRM and DM activity. Additionally, the course teaches industry professionals how to create measurement programs that enable them to confidently and accurately analyze the impact or effect of any campaign.

To learn more about the Eff certification, please visit https://ipa.co.uk/courses-qualifications/global-eff-test/.

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About the Institute of Practitioners in Advertising, Incorporated by Royal Charters (IPA)

The IPA exists to provide professional with the knowledge and resources necessary to develop their skills and keep them at the top of their game. Every year, the IPA helps more than 4,000 practitioners through their Continuous Professional Development Programme. In addition, the IPA sets the protocols for the UK industry’s best practice standards.

About the 4A’s Foundation

In 1917, the 4A’s Foundation was established to promote, advance, and defend the interests of our member agencies, their employees and the industry at large. The 4A’s empowers their members to deliver insightful creativity that drives commerce and influences culture, all while moving the industry forward. Today, the organization serves 600+ member agencies across 1,200 offices, which control more than 85% of total U.S. advertising spend. The 4A’s Foundation fuels a robust diversity pipeline of talent for its members and the marketing and media industry, fostering the next generation of leaders.