Leo Burnett commissions training from IDM and ISP
Released 08 July 2003: Leo Burnett London commissions the Institute of Direct Marketing and Institute of Sales Promotion to train its staff.
Leo Burnett London has commissioned the Institute of Direct Marketing (IDM) and Institute of Sales Promotion (ISP) to train its staff in direct marketing and sales promotion. Leo Burnett is the first top ten advertising agency to enter into a collaboration with the Institute of Marketing and Institute of Sales Promotion. The training is to ensure that Leo Burnett's team of communications management (account management) guide its clients to the best possible marketing solutions for their needs from the full spectrum of media available.
The Certificate programme includes 15 modules, delivered across two difficulty levels for Leo Burnett's junior and middle level communications management teams. The modules include courses covering: database marketing, digital and new media, web design, customer relationship management, campaign management, media, sales promotion techniques and project management.
The junior level has been successfully completed. The second level for middle management is almost complete. The third level for Leo Burnett's senior client-facing staff is currently being designed and will be implemented in August 2003.
Charlotte Newbold, communications executive, Leo Burnett, says, "Over the last eight months, we have been exposed to the expertise of a variety of different people who are very experienced in the field of sales promotion and direct marketing. One of the most interesting areas covered was how direct marketing can be used in customer relationship management (CRM). It was also very beneficial to bring our learning to life creatively in a group integration project."
Newbold continues, " Overall, I think the main benefit of the training is a broadening of ones consideration set to be more media neutral with a more informed and actionable understanding of how such communications can actually be put into practice".
Annuraag Trikha, communications director, Leo Burnett comments: "The course has trained me on how to take a core brand idea and stretch it in the most consumer relevant fashion across all possible consumer-brand contact points. The course is designed to train a traditional above-the-line advertising manager to gain skills that normally specialist direct marketing or sales promotion agency managers would have. I would recommend this to anyone who wants to be valued by his or her clients as a total communications consultant".
Each training programme concludes with a group assignment to bring to life the new knowledge acquired over the course. The assignment was designed to be as realistic as possible using real client issues. A panel of senior members form Leo Burnett, Leonardo and the IDM and the ISP judged the final presentations.
Bruce Haines, group chief executive, Leo Burnett comments: "Leo Burnett prides itself on a genuine mix of skills levels and experience across its people. In our mission to create solutions that work across any marketing channel we recognised that a consensus of direct marketing and sales promotion know how was needed".
Fidelma Haverty, director of in-company training, Institute of Direct Marketing says, "The training we delivered was finely tuned to meet the agency's overall needs through a comprehensive briefing from agency management and an in-depth training needs analysis with a selection of delegates. In effect, we became the agency's 'virtual training department' on the programme and so were able to ensure that the course was relevant, customised and inspiring."
Notes to Editors
For more information contact Ruth Stone on 020 8614 0216 (direct line), 07788 417 109 (mobile) or e-mail ruth@orchidpr.co.uk.
