Khairudin: We want to reinforce the culture of effectiveness in the marketing communications industry. PETALING JAYA: The Association of Accredited Advertising Agents Malaysia (4As) is launching its slate of programmes for 2021 with the IPA Effectiveness Essentials Certificate, reaffirming its commitment to fostering continuous professional development for agency and marketing practitioners. Conducted by the 4As’ long-established training partner the Chartered Institute of Practitioners in Advertising (IPA) UK, the IPA Effectiveness Essentials Certificate is primarily aimed at entry-level practitioners in agency and client businesses, although any staff would benefit from the overview of the key thinking, knowledge, and practices of effectiveness that the course offers.