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