Singapore’s EDB and IAB launch programmatic training scheme

Singapore’s Economic Development Board and the Interactive Advertising Bureau Singapore have launched a new training programme aimed at boosting technology skills within the advertising industry.

The scheme is aimed at enabling mid-career Singaporean or permanent residents to undergo “skills conversion” in the field of programmatic advertising.

The announcement:

Specialised skills development in digital capabilities is one of the key pillars of the Professional Services Industry Transformation Map. The Adapt and Grow PCP for Programmatic Advertising, which combines classroom and on-the-job training, would help mid-career entrants undergo skills conversion and become certified programmatic advertising professionals. The course was developed through research and interviews with industry stakeholders, ranging from business leaders to graduates from other commercial programmes, to ensure its relevance.

Clarence Chua, Director of Professional Services, EDB said, “For Singapore to succeed as a global digital marketing hub, we need to build capabilities with agility in high-growth areas such as programmatic advertising, marketing analytics and creative technologies. In this regard, the Professional Conversion Programme for Programmatic Advertising is a testament to the industry’s leadership and commitment to scaling digital marketing solutions and accelerating the upskilling of our professionals. We look forward to partnering the industry in more of such programmes.”

Kenneth Wong, Director for Creative & Professional Services Division, WSG said, “We encourage employers to tap into the various manpower sources available in the labour market as they strive for sustainable economic growth and meet manpower needs. The development of the Adapt and Grow PCP for Programmatic Advertising is a timely step in the right direction as we help mid-career Singaporeans take on new job opportunities and support the industry to build a robust, highly skilled and sustainable workforce.”  

Miranda Dimopoulos, CEO of IAB Singapore said, “The overwhelming majority of our members have told us that talent sourcing, training and development for programmatic are their biggest challenges. IAB Singapore, WSG and EDB have stepped up to deliver with the launch of the Adapt and Grow PCP for Programmatic Advertising. It is key that we listen and tailor our approach not only to our members, but to regional industry requirements as well.”

Laura Greally, Education Director of IAB Singapore noted, “I’ve seen that across the entire ecosystem there is a huge need for talent who understand not only programmatic but also where programmatic fits as part of a wider digital landscape. I’ve seen first-hand the fast-paced evolution of programmatic in this region and I passionately believe that this program will develop the leaders of tomorrow who will continue to innovate, adapt and grow the industry in Singapore.”

Source: The IAB Singapore


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