The IDM is to hold its Certificate in Direct Marketing at the IPA's London offices next month.
The course aims to help employees of IPA member agencies increase their skills in response to growing demand among advertisers for direct marketing methods as part of their marketing strategies.
Ann Murray Chatterton, director of training and development at the IPA, said: "The distinction between above and below the line is becoming increasingly blurred in the interactive age. The IPA recognises that its members need to complement their established skills set with an understanding of direct marketing."
The joint training initiative is the first time the two bodies have collaborated, and reflects the growing importance of below-the-line activity. The organisations are in talks about other ways they can join forces in the future.
Fidelma Haverty, director of in-company training at the IDM, added: "Direct marketing is one of only two growth areas in marketing in this year's Bellwether Report. This indicates a real and present need for above-the-line agencies to really understand the discipline in order to service their clients as they increasingly ask for campaigns to incorporate direct marketing."
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