Marketing and advertising agency Different Narrative has been awarded CPD Gold accreditation by the Institute of Practitioners in Advertising – the only agency in the North East to receive the accolade.
The IPA CPD Gold Accreditation scheme recognises CPD excellence and is awarded to IPA members which demonstrate a genuine culture of learning while improving the professionalism, development and reputation of the industry and enhancing clients’ brand worth as a result.
Last year, the Newcastle-based Different Narrative was formed when two of the most established creative agencies in the North East – Different Advertising, Design and Marketing and Narrative Integrated Communications – merged to become the region’s largest end-to-end marketing services provider.
Fast-forward 14 months to today, Director of Operations Joanna Taylor is proud that the CPD Gold underlines the business’ commitment to its team. She said: “As a business we have had an exciting time since transitioning through our merger. For our employees, we have been eager to create an environment in which our people feel that their best efforts impact on our quality of work and the quality of service we offer our clients.
“We are committed to developing our employees, not only for their own personal career growth but also for the betterment of our clients and the wider industry. Being the only agency in the North East to achieve CPD Gold from the IPA, we hope that we can serve as a good example for other businesses as to how they can put steps in place to support their own workforce.”
In preparing a comprehensive submission the Different Narrative team outlined everything from its culture and its role in business success, through to a formal evaluation as to how CPD specifically contributed to achieving the business goals set out in its strategic development plan for 2022. Evidence was also submitted on behavioural and anecdotal contributions through to more specific ROI examples, training plans and client testimonials.
CPD Gold agencies have demonstrated that CPD lies at the heart of their business, supports real business objectives and the development of employees both professionally and personally.
Discussing Different Narrative’s IPA CPD Gold application, the judges’ report stated: “The submission clearly evidenced leadership commitment to sustaining an agency culture with learning and development at its core. With strong levels of employee engagement and retention, client retention and new business wins, Different Narrative have had a successful year with so many examples of how CPD played a large part in that success.”
The IPA accreditation is just the latest Different Narrative has received, after being awarded the Advanced Good Work Pledge by North of Tyne Combined Authority late in 2022. The Good Work Pledge honours a business which actively values and rewards its team, promotes health and wellbeing, uses effective communication and representation, develops a balanced workforce and gets involved in social responsibility.
