In an era where digital transformation is reshaping industries at an unprecedented pace, the need for skilled digital marketing professionals has never been more critical. Recognising this urgent demand, the IAB SEA+India is taking a bold step forward with the launch of the IAB Academy. As the leader of this groundbreaking initiative alongside IAB SEA+India Regional CEO Miranda Dimopoulos, I’m proud to share our vision for this game-changing educational platform.
A Solution to a Pressing Challenge
We’re not just creating another training program, it is a unified, industry-wide solution aimed at addressing the fragmented landscape of digital marketing education in Southeast Asia and India. The IAB Academy will be the cornerstone in developing a robust, future-ready workforce capable of driving Southeast Asia and India’s digital economy to new heights. The region is entering its ‘Digital Decade,’ with the potential to reach $1T GMV by 2030, emphasising the critical need for a skilled digital workforce.
A Unified Approach to Digital Excellence
The IAB Academy is our response to these challenges. We’re creating a single point of access where professionals can learn, grow, and transform themselves for the industry. Our approach is multifaceted and designed to address the unique needs of our region:
- Democratised Access: We’re reaching beyond major cities to tier 2 and 3 locations, ensuring that talent across the region has equal opportunities for growth.
- Flexible Learning: Our modular approach allows professionals at all stages of their careers to acquire the skills they need, when they need them.
- Industry-Relevant Content: By curating content from our member companies, we ensure that our certifications reflect the latest industry practices and emerging trends.
- Collaborative Standards: We’re not just educating; we’re setting new benchmarks for digital marketing excellence across Southeast Asia and India.
What sets the IAB Academy apart is its inclusive design, catering to the entire spectrum of the digital marketing ecosystem. Whether you’re an individual learner charting your own course or part of a global multinational corporation – the IAB Academy offers equal access and opportunities for all.
A Collaborative Approach: The IAB Academy Council
The IAB Academy’s strength lies in its foundation of collective expertise and unwavering commitment to talent development. Established in 2024, the IAB Academy Council brings together digital marketing leaders from across Southeast Asia and India’s diverse digital marketing landscape. This ensures our approach is not only collaborative but truly representative of the industry’s multifaceted needs.
To further solidify our industry relevance, we conducted extensive research into current and future skills and knowledge requirements. The research captures voices and opinions of senior hiring managers and human resource specialists in multi-national organisations in the region. This research informs our certification development, ensuring they reflect real-world challenges and address the unique needs of our fragmented yet potential-rich region. By bridging theoretical knowledge with practical application, the IAB Academy is positioned to deliver immediately valuable and forward-looking education.
A Rigorous Approach to Quality
We’re developing a robust selection criteria, ensuring that every training module meets high standards of quality and relevance. Our meticulous content curation process guarantees an approach that offers these benefits:
- Diverse Expertise: Leveraging training modules from various member companies ensures a comprehensive view of industry best practices.
- Real-World Relevance: Content derived from actual industry practices guarantees skills that are immediately applicable.
- Continuous Updates: With content sourced from active industry players, the IAB Academy stays current with rapidly evolving digital marketing trends.
Charting a New Course for Digital Marketing Education
As we move forward, our roadmap is ambitious yet flexible, designed to ensure we deliver a high-quality, industry-relevant platform. It’s important to note that as a non-profit organisation with limited resources, the IAB SEA+India must remain agile and adaptable in our approach. While specific timelines may evolve based on industry needs, feedback, and available resources, our current projected timeline is:
Q4 2024:
- Finalise certification framework and selection criteria
- Establish 2025 Academy Councils for approval of training modules for current certifications as well as identifying future certifications and go-to-market strategies
Q1 2025:
- 2025 IAB Academy Council nominations open
- Begin training module content curation for first two industry certifications with call for submissions from IAB SEA+India Member companies
Q2 2025:
- IAB Academy Approvals Committee to finalise initial certifications including training modules
- IAB Academy New Certifications Committee to develop additional certification development roadmap
- Complete build of IAB Academy platform
Q3 2025:
- Launch pilot certification program for first two industry certifications with select member companies to test and learn
- Call for training module submissions for new IAB Academy certifications
Q1 2026:
- Full launch of first two IAB Academy certifications, incorporating learnings from the pilot phase
- Additional certifications continue to be added
This approach ensures we can adapt to emerging industry needs, incorporate valuable feedback from our member companies and pilot participants, and manage our resources as a non-profit association effectively.
Join the IAB Academy Movement
The IAB Academy is more than just an educational initiative; it’s a movement to transform the digital landscape of Southeast Asia and India. By creating this centralised platform, we’re not just addressing current skill gaps – we’re future-proofing our industry.
Our goal is to ensure that Southeast Asia and India remain at the forefront of digital transformation, attracting top talent and driving economic growth. The future of digital marketing in Southeast Asia and India is bright, and with the IAB Academy, we’re ensuring that our workforce is ready to seize the opportunities that lie ahead.
If you are passionate about talent development in the digital marketing industry and want to be at the forefront of shaping the future of digital education in Southeast Asia and India we invite you to be part of this transformative journey.
- Collaborate: Join our 2025 IAB Academy Councils and work alongside industry leaders to help craft the future of digital talent. Council Nominations open in January 2025.
- Contribute: Submit your company’s training modules and play an integral role in regional talent transformation. We will be having a call for Submissions in Q1 2025.
Be part of the change. Shape the future. Join the IAB Academy movement today.