Marketing Featured ANZ

dentsu Media ANZ’s ‘Basecamp’ to encourage potential ad talents to join network

Sydney, Australia – As part of the company’s stride to check out potential talents for the advertising and marketing industry, dentsu Media in ANZ has announced the launch of its learning and development program ‘Basecamp’ catered to interest high school students and university graduates. 

The program invites interested students to potentially learn and develop their advertising and marketing skills in order to score a position at any of dentsu’s multiple agencies.

Applications have opened with pre-screening until early December before assessment day mid-December and offers are given before Christmas. The program will then commence in February 2022.

Those joining the program will experience an interactive and immersive environment through four intensive learning sprints in strategy, digital, tech and data, and trading. The conclusion of the six-month program will give participants a chance to nab an executive role at one of dentsu’s media brands, namely Carat, iProspect, Dentsu X, or The Story Lab.

Sue Squillace, CEO of dentsu Media ANZ, the one who announced the project, said that the program is their stance of needing to act now in order to attract more diverse, motivated, and curious people to their business and to build their talent pipeline for the future. She added that the ‘war on talent’ isn’t just an important issue for them as a business, but also vital to the future of the industry.

Sue added, “Our commitment is simply to offer the next generation of talent the opportunity to experience dentsu in an environment that gives exposure to the best on-the-job training and the unrivaled knowledge and mentorship of our leaders. And better yet, we want to make it real; with participants landing a permanent role within our business.”

A dedicated group of dentsu leaders has been set up to build a rounded development program in partnership with L&D, People Team, and Agency Leadership. This will leverage media knowledge, publisher partnerships, and MFA for content development. 

All participants will have an executive mentor and a peer-level coach to guide them through the experience. They will also have extra support from the managing directors and general managers from each of the state offices, together with Amplifi, dentsu’s media innovation and investment arm, and training leads from Media Opps, a local media consultancy.

Lauren Small, managing director at Carat Sydney, said, “We’re thrilled to launch dentsu media Australia’s first early careers program; Basecamp, not only will it demonstrate the importance of investing in our future with diverse and fresh talent, but will also provide growth opportunities for new people managers within the business to develop and grow their leadership skills. Our graduates will not be defined by the qualification they hold, or education level they attain, but rather by their curiosity and a growth mindset.”

Meanwhile, Marcelle Gomez, general manager at iProspect NSW, added, “The shortage of talent in our industry is a test for us all. At dentsu, we have turned this challenge into an opportunity that will further differentiate our brands in the market. In a business that is built on and around our people, Basecamp confirms the commitment to our people, our willingness to invest in their future and equip them for successful careers with the company. We can’t wait to get started and help accelerate the learning of this future talent.”

Interested applicants for the program may apply for the respective websites for Sydney and Melbourne participants.

Technology Featured Southeast Asia

Thai programmatic consultancy Bidmath launches academy to train skills on Google’s DV360 platform

Bangkok, Thailand – Bidmath, a global programmatic consultancy, has opened an academy for the special training of Display & Video 360 (DV360), Google’s unified platform for programmatic buying.

DV360 is an end-to-end campaign management tool, which aside from media planning and buying, enables advertisers to manage creative development and run measurement for campaigns across display, video, TV, and audio.

The training academy was put up with an aim to increase the adoption of programmatic industry knowledge in the country. According to Bidmath, despite the substantial growth of programmatic advertising in Thailand, there is a lack of deep technical knowledge.

A study by ad tech firm Rubicon Project reflects such observation, having found that 43% of advertisers in Asia are either extremely or somewhat hesitant to switch from the traditional way of media buying through an insertion order (IO) to the more automated mode of programmatic buying. The study also suggested that the single biggest challenge hindering further growth of programmatic advertising budgets is a lack of understanding and appropriate skills to effectively plan and execute programmatic ad campaigns.

Three courses will be initially offered, with each focusing on a specific topic within DV360: private marketplace buying, optimization best practices, and the fundamentals. Courses will be offered in Thai, Vietnamese, and English, and will be available both virtually and in-person.

Director of Bidmath Asia KK Sharma said that the lack of understanding and technical skills are slowing advertisers down when considering the adoption of programmatic guaranteed spends and the potential upside for local publishers such as Viu for example.

“By introducing courses in local languages, we hope to see increased adoption of programmatic advertising across Asia, but there is still a long way to go. Courses in Thai and Vietnamese were launched to accelerate growth and reach,” Sharma said.

Technology Featured Southeast Asia

AirAsia Digital partners with Google to train at least 100,000 talents on tech per year

Kuala Lumpur, Malaysia – AirAsia Digital has partnered with Google to launch the Redbeat Academy, a move to upskill and cross-train individuals to adapt to digital transformation.

Initially set up forAir Asia employees through a series of tech workshops, Redbeat Academy has now opened its doors to the public.

This move comes as part of the Academy’s objective and direction to build a future-ready next generation by providing a one-stop service in tech, leadership and innovation that is expected to be a vital catalyst for the digital economy in Malaysia and the wider ASEAN.

Redbeat Academy will focus on serving five segments which are employees, corporate and SMEs, government agencies, universities, and public individuals. With at least 100,000 talents to be tapped every year, they will provide solutions in three main areas: skills development program,betabuild labs – a program offered by AirAsia with support of Google to help enterprises incubate new digital businesses with employees – as well as  career coaching and hiring service. 

In addition, the Academy signed a partnership with Malaysian Industry-Government Group of High Technology (MIGHT) to reskill a pool of talent in software engineering and high technology projects such as blockchain and data. It has also joined hands with universities Universiti Teknologi Malaysia, Universiti Malaya and Asia School of Business in collaboration with MIT Sloan Management, to award a micro-credential to Redbeat Academy courses and acknowledge it as part of the Accreditation of Prior Experiential Learning (APEL).

YB Khairy Jamaluddin, minister of science, technology, and innovation (MOSTI) said, “I would like to congratulate AirAsia Digital and Google on this meaningful partnership and the launch of Redbeat Academy. The concept of the Academy itself signifies a vital global trend in today’s digital world, which reshapes how businesses are run, workplaces are restructured and product marketing is shifted from a more traditional way to digital and consumer-centric. These efforts are in line with the government’s key initiative, the National Technology and Innovation Sandbox (NTIS), aimed to accelerate Malaysia’s ascent in becoming a high-tech and high-income nation while generating greater social impact and strengthening the social innovation ecosystem structure.”

“MOSTI is proud to play our role in encouraging innovation from the grassroots with prominent industry players such as AirAsia, as it is evident that innovation will be the key driver of economies and markets worldwide. We look forward to seeing Malaysians from all walks of life and industries sign up for the courses offered at Redbeat Academy.”

Meanwhile, Tan Sri Tony Fernandes, chief executive officer of AirAsia Group said, “AirAsia has always embraced digitalization and today is another milestone for us as we launch our premier tech academy. We are proud to work hand-in-hand and cross-share our resources and knowledge with Google.”

“With the mission to empower, connect and develop a sustainable tech talent pipeline, we are also proud to open the academy to the public now to provide opportunities for everyone, with the focus on mentoring the best in breed industry-ready professionals and producing problem-solvers using technology. Everyone needs to keep learning, growing, and embracing the ever-changing tech landscape to ensure that we can stay relevant in this digital economy. I hope everyone will take this opportunity to learn new skill sets in tech so we can together strive for greater heights as a nation,” added Fernandes.

Director of Google Cloud Learning Services Rochana Golani also commented, “Cloud technology can enable sustainable growth and innovation for businesses both large and small, and the Redbeat Academy will help grow cloud skills and talent across Malaysia. As a Google Cloud Authorised Training Partner we also look forward to working with the team to deliver advanced curriculum and learning pathways to future cloud technology professionals.”

The Academy has recently celebrated the graduation of its first batch, comprising 135 employees who finished their digital fundamentals from the internal reskilling & upskilling program.