Chair of Judges for this year's IPA CPD Gold Accreditation, Tesco's Murray Bisschop provides his key lessons from the judging process and why the agencies making the strongest commitment to learning are the ones building stronger businesses as a result.
Serving as Chair of Judges for this year's IPA CPD Gold Accreditation has been both enjoyable and enlightening. It provided a unique opportunity to look under the bonnet of agencies across the industry and understand how they are investing in the development of their people. Having reviewed the submissions and taken part in the judging process, one thing became abundantly clear to me: the agencies making the strongest commitment to learning are the ones building stronger businesses as a result.
It's easy to think of professional development as something that sits alongside the day job, but the best agencies don't see it that way. They see learning as part of the job. It is embedded into how they operate, how they lead, how they manage talent and how they prepare for the future. That is ultimately what CPD Gold recognises.
The accreditation process is rigorous and rightly so. It asks agencies not only to demonstrate that development opportunities exist, but that they are considered thoroughly, supported consistently and evaluated properly. Gold isn't awarded for running a few training courses. It is awarded for showing a genuine, organisation-wide commitment to helping people continuously improve and for demonstrating the impact that commitment has on both individuals and the business. Agencies achieving Platinum status have demonstrated that commitment repeatedly over time, which is an achievement worthy of recognition.
From a client perspective, this matters enormously.
The challenges we ask agencies to solve are becoming increasingly complex. We need partners who combine creativity with commerciality, strategic thinking with execution, and increasingly, technological expertise with human judgement. None of these capabilities stand still. The agencies that continue to invest in developing their people are the agencies best equipped to help clients navigate a rapidly changing environment.
Good training creates better practitioners. Better practitioners create better work. Better work delivers better outcomes for clients, their customers and consumers. Everyone benefits.
One of the aspects I found most encouraging in this year's submissions was the variety of approaches agencies are taking. There was no single model for success. Some organisations had invested heavily in structured learning programmes and career pathways. Others emphasised coaching, mentoring and peer-to-peer development. Many blended formal training with practical experience. What united the strongest submissions was not a particular programme or framework, but a clear belief that development should be continuous rather than occasional.
A particular theme that stood out this year was the focus on human capability.
Much has been written about artificial intelligence and how it will change our industry. It was fitting that the CPD Gold celebration event centred on "The Human Advantage" and the skills that technology cannot easily replace. Across many submissions we saw ongoing investment in the capabilities that remain fundamental to our industry: curiosity, judgement, collaboration, leadership, empathy and communication. These are not old-fashioned skills. If anything, they are becoming more valuable.
Technology will continue to reshape how we work, but people remain the source of great ideas, sound judgement and trusted relationships. The strongest agencies recognise that developing these capabilities is every bit as important as keeping pace with new tools and platforms.
Another encouraging feature of the leading submissions was the seriousness with which they measured progress. The best agencies were not just counting hours of training delivered; they are seeking to understand if development is improving engagement, retention, capability and business performance. That discipline matters. Investment in people should be held to the same standard as any other investment.
For agencies considering a future CPD Gold submission, my advice is simple: start with intent and be consistent. You do not need the largest budget or the most elaborate programme. What matters is creating an environment where learning is valued, supported and sustained over time.
Having reviewed this year's entries, I am more convinced than ever that investment in people remains one of the best investments any organisation can make. The agencies recognised through CPD Gold and Platinum are demonstrating that commitment in practice, and in doing so are helping to raise standards across our industry. They should be immensely proud of what they have achieved.
For more information about CPD Gold Accreditation, join our free webinar on Tuesday 20 October.
Murray Bisschop is UK Marketing Director at Tesco and served as Chair of Judges for this year's IPA CPD Gold Accreditation.
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Last updated 15 September 2026