The agency, which recently 'graduated' its first 'Senior Management Programme' class, launched the initiative as part of efforts to better prepare its staff for future key roles in the network. The course also aims to facilitate better networking between staff in various markets. Nadia Pan, regional human resources director Asia-Pacific at Leo Burnett, said: "We found that we had to go outside to recruit (staff) so we wanted to be more proactive in developing people internally. This is like a university (with) a graduation and certificate."
The course consists of five modules that focus on leadership, business management and strategy skills. It is designed for staff who are expected to take up key leadership roles in the region in the next 18 to 24 months.
"We are being selective in the people we invest in. Those taking part in the course have to be nominated by the MD and we have one (executive) from each market (attending). We are going to make it mandatory for senior positions. They (staff) know management sees value in this and it will be hard for people to take up senior roles without this. In the last programme only seven graduated. Some couldn't make it because of new business pitches and we had to drop them."
While SMP focuses on "soft skills" such as strategies, visionary leadership and relationship handling and communication, the LB Ad College - designed for up and coming young stars who are currently in mid-level roles - aims to develop "professional skills" such as those required for new business pitches.