IBM and Adweek Create Institute for Brand Marketing

IBM and Adweek offer e-learning courses and live events to help educate marketers undergoing transformation

IBM and Adweek today announced the creation of the Institute for Brand Marketing, a programme for marketers designed in partnership with IBM Watson Advertising and Adweek. Aimed at offering marketers the skills to help advance in a disruptive marketplace, the initiative will provide complimentary, interactive courses, custom research, thought leadership and live educational experiences at industry events across the US.

Innovation can be an important component to a brand’s success. According to a recent report by the Economist Intelligence Unit, 81 percent of marketers believe they need to change the way they run their business, yet the majority are unable to find the time or budget for professional development. The programme in collaboration with IBM Watson Advertising and Adweek can help fill this void by offering key learning resources that are designed to empower marketers with the strategies and knowledge to position them for success.

The programme will be available on Adweek.com starting in September 2019 with one course per quarter produced by Adweek’s editorial team in conjunction with IBM professionals across artificial intelligence, advertising, and technology. Ranging in topics from monetisable engagement to marketing technology, each course will include 12 lessons augmented by case studies and relevant industry research and news.

It will track individual progress and reinforce engagement via email, SMS messages and badges for each participant to post on social media.

“IBM Watson Advertising and Adweek created this programme to help fill a void in the marketplace for marketers who are looking for continual learning and development,” said Randi Stipes, Chief Marketing Officer for IBM Watson Media and Weather. “We are excited to curate a curriculum designed to give people greater confidence and skills to help them better navigate our constantly evolving industry.”

The programme will come to life via live events to connect course participants with industry thought leaders. Onsite development workshops at key Adweek events like NexTech: Programmatic and Beyond, Brandweek, and Elevate: AI will help unite the course participants and foster the community.

“Adweek and IBM Watson Advertising share a similar view for the need for more education and training of brand marketers of today,” said Jeffrey Litvack, Chief Executive Officer at Adweek. “The Institute for Brand Marketing programme will address this need and we are thrilled to be able to provide our platform as a springboard for this educational initiative.”

IBM Watson Advertising is announcing the collaboration at the Cannes Lions International Festival of Creativity in France, where the company will host an interactive experience for participants to create chatbots and share their personal expectations for technology. Watson Advertising will also discuss ad fraud and brand safety on a panel that explores how brands are using technology for good.

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