CAREERS: BBDO to invest in training its trainers

<p>BBDO has started up a 'train the trainer' programme in </p><p>Asia-Pacific, in a bid to develop a core group of what it calls "thought </p><p>leaders" within the agency network. </p><p><BR><BR> </p><p>The programme is being led by newly-appointed regional training director </p><p>Jos Ortega, who is also the managing director of BBDO/ Guerrero Ortega </p><p>in the Philippines. Working alongside him is Wayne Lotherington, chief </p><p>executive officer of professional development company Allsorts Habit </p><p>Creation. </p><p><BR><BR> </p><p>Initially, training leaders from major BBDO markets will be </p><p>identified. </p><p><BR><BR> </p><p>They will work with a pool of in-house trainers, who have undergone an </p><p>intensive trainer-training course with Lotherington. </p><p><BR><BR> </p><p>This, the agency hopes, will ensure that worldwide and regional </p><p>knowledge is evenly distributed throughout all of its offices in </p><p>Asia. </p><p><BR><BR> </p><p>Peter Wilken, BBDO regional managing director, said the aim was to make </p><p>BBDO the most highly regarded agency network in the region. </p><p><BR><BR> </p><p>"We want to be recognised as the best in creative and the best in </p><p>strategy, and we will achieve this by being the best in developing our </p><p>people." </p><p><BR><BR> </p><p>He also claimed that, to this end, the agency network is spending twice </p><p>the industry average on training in Asia. </p><p><BR><BR> </p><p>Training leaders from 11 Asia-Pacific nations recently met for three </p><p>days in Singapore to map out plans for the next 18 months. </p><p><BR><BR> </p><p>The meeting is the precursor to the introduction of local programmes in </p><p>each country, which include courses on training, presentation skills and </p><p>practical ways to stimulate and encourage strategic and creative </p><p>thinking. </p><p><BR><BR> </p><p>"We will engage strategic partners to help deliver our objectives," said </p><p>Ortega. </p><p><BR><BR> </p><p>"Allsorts will work with the respective local in-market training leaders </p><p>in delivering the core skills consistently across all BBDO offices." </p><p><BR><BR> </p><p>The programme is being conducted in conjunction with BBDO University, </p><p>which is headquartered in Barcelona. There will be two major BBDO </p><p>University courses that will be conducted this year. The first </p><p>university course for Asia will be conducted next month, on the subject </p><p>of strategy and creative. </p><p><BR><BR> </p><p>"BBDO University will provide the new thinking for our regional thought </p><p>leaders," commented Ortega. </p><p><BR><BR> </p><p>Senior strategic planners from AMV/BBDO London will be in the region to </p><p>help conduct the course. Later in the year, there will be regional </p><p>courses on "brands and the brand relationship", plus an achievers' </p><p>programme. </p><p><BR><BR> </p>