Kendall, who is also the chairman of the IPA Excellence Diploma, says in this week's IPA newsletter Adnews that increased professionalism is essential because "clients want their risks managed not increased. They want ideas that will work -- guaranteed. They want opinion that is informed not just passionate."
He said that "there is a growing development gap [between agency and client] that in 10 years will seem massive to the point of embarrassment. The equivalent of Polish lancers charging German tanks".
He has appealed for professionalism and said: "Along with the IPA CPD accreditation standard, professional development is an amazing opportunity to distance ourselves and put clear developmental water between us and our global competitors -- and our clients".
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