CAREERS: BBDO to invest in training its trainers

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.

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