WHAT’S HAPPENING IN INTAKE 12018-11-13T18:22:12+00:00

PROFESSIONAL CONVERSION PROGRAMME (PCP) IN PROGRAMMATIC ADVERTISING

FIRST FLIGHT LAUNCHED

ON 4TH JUNE

Participating companies:

Launching programmatic careers with on-the-job training at hiring companies:

  • Account Exec
  • Ad Operations Exec
  • Analytics & Insights Exec
  • Campaign Engineer
  • Inside Sales Specialist
  • Marketing Manager
  • Operations Manager
  • Sales Manager
  • Supply Exec
  • Technical Account Manager

A LAUNCHPAD FOR A CAREER IN PROGRAMMATIC

JUNE 2018

Hemant Chauhan, Media & Data Strategy Lead, Asia Pacific & Japan at HP Inc

Diogo Andrade, SEA Programmatic Lead, Spotify

Regan Baillie, Chief Digital Officer at GroupM

Sukesh Singh, Vice President APAC at AdForm

Beginning their careers in their new full time roles, the PCP kick-started with a 2-week classroom training immersion, introducing candidates to Programmatic Advertising. Candidates had the opportunity to engage and interact with 18 high-calibre industry leaders from publishers, agencies, tech platforms and brands invited as guest speakers, including Chief Digital Officer at GroupM, Vice President of AdForm, Programmatic Lead and Media & Data Strategy Lead at HP Inc.

Hearing first-hand from the best in the industry, candidates were able to tap on their expert industry knowledge and technical expertise. Surfacing from fireside chats with these head figures was invaluable career advice on navigating the programmatic space, showcasing the diverse paths to success.

  • Holistic understanding of the Programmatic ecosystem outside of their organizations and roles
  • Developing a digital strategy, programmatic planning and the basics of programmatic bidding, buying and selling
  • Understanding the evolving consumer journey, preparing for change and future proofing your business
  • Introduction to the role of data, measurement frameworks, audience segmentation
  • Advice from industry practitioners on developing a programmatic career – networking, putting your best foot forward, being agile and adaptable, integrating into a team and managing expectations
  • Putting theory into practice with live team briefs to illustrate how theory translates into real life scenarios

UNDERSTANDING THE DIGITAL SUPPLY CHAIN

JULY 2018

Hari Shanka, Chief Executive Officer, Singapore Media Exchange

Pierre-Yves RIOU, Assistant Vice President, Yield Management & Marketing, Mediacorp Pte Ltd

Sunita Rajan, Senior Vice President Advertising Sales, CNN

Mandar Kambli, Head of Products and Partnerships, Amnet

Supplementing their ongoing full-time programmatic roles, PCP candidates regrouped for their monthly 2-day sessions, speaking with media owners to understand the digital transformation their organizations have undergone and how they are adapting to the changing landscape.

Embarking on their first of many field trips, candidates visited CNN and Mediacorp headquarters to understand the role of programmatic in premium content, integrating programmatic with other publisher media offerings and how creative complements technology.

  • The role of premium publishers
  • Integrating traditional and digital media offerings
  • Brand safety, viewability, ad fraud and contextual targeting

TRANSLATING DATA INTO INSIGHTS

AUGUST 2018

Germaine Ng Ferguson, AVP, Smart Targeting & Strategic Partnerships, Enterprise Business Group, Jun Liang, Product Manager, and Prasad Abhanave, Programmatic Expert of StarHub

This month’s 2-day session took candidates through all things data. Field trips to Facebook, Google and Starhub showcased the various data sources and how they could be leveraged to generate insights and optimize campaigns, providing them with hands-on experience of setting up campaigns within a trading platform.

  • Fundamentals of data management
  • Sources of data
  • Audience segmentation
  • Translating data into insights
  • Live demo on how to set up campaigns within a trading platform

Jenn Wideberg, Partner, Marketing Science, Facebook

Christian Nyegaard, Account Manager, DoubleClick at Google

TURNING BIG DATA INTO SMART DATA

SEPTEMBER 2018

Audrey Kuah, Managing Director, Global Data Innovation Centre, DAN

Samantha Oh, Vice President of Client Services, APAC, comScore

Pablo Gomez, Head of Media, North Asia, SEA & Pacific, Kantar Insights Division

Anthony Tsang, Manager, Account Management, APAC, Moat

Speeding down the data track, candidates deep dived into the data points, frameworks, tools and innovations available to understand digital behaviours, make informed media investment decisions, measure across screens and create personalized messages. Surfacing from these presentations was the importance of conversations around topics such as brand safety, standardisation, benchmarks and viewability when planning for Programmatic.

September’s session included a field trip to Dentsu Aegis Network APAC headquarters to understand what innovation entails within the Programmatic space and the importance of planning ahead. Diving deep into the nuts and bolts of dynamic creatives, candidates gained insight into creating personalized messaging, performance measurement and attribution.

  • Attribution
  • Cross-media tracking and measurement
  • Dynamic creative optimisation
  • Performance measurement and metrics
  • Innovation in Programmatic

CREATIVITY IS A MINDSET

OCTOBER 2018

Thomas Wagner, Planning Director and Lizzie Nolan, APAC Head of Integrated Strategy, BBH

 

Phil Townend, Chief Commercial Officer, Asia Pacific, Unruly

Georgia Smith, CX Manager/ Lead Producer SEA and Nick Erskine-Shaw, Co-Founder & VP Global Strategic Growth, 90Seconds

Albert Lim, Assistant Manager, Innovation, IMDA – Pixel

Be it content creation, making processes more efficient or leveraging data, “creativity is a mindset” not limited to those in a creative agency. This October, candidates headed down to BBH and Unruly to understand the end-to-end process of creating and measuring impactful content and the importance of content in programmatic. Speaking with 90 seconds, candidates explored the idea of using technology to solve inefficiencies and provide visibility and transparency in the creative process. A field trip to IMDA’s Pixels headquarters showcased the focused efforts to support and grow creativity amongst aspiring content creators in Singapore.

Emerging from a conversation with our very own Miranda Dimopoulos, it was clear that “creativity is not a solo run”. From creative brief to media plan to end-of-campaign reporting, greater collaboration is needed amongst stakeholders in order meet both short term and long term objectives and maximize the returns of your digital investments.

Gaining insights into the content creation process, candidates were exposed to concepts such as:

  • Impacting your audience with good creatives to meet business objectives
  • Programmatic empowered by content
  • How data can influence your creative planning
  • The greater need for collaboration and transparency
  • Future-forward innovation in the creative space

Individuals may apply for the programme via the following methods:

  1. Organizations with employees currently less than 6 months into / newly hired into their Programmatic role may nominate them to participate.
  2. Individuals currently seeking a career in Programmatic may submit their applications and CVs. CVs will be shared with participating companies for consideration for specific Programmatic roles within their organization. The hiring process will be managed independently by companies and applicants may be contacted for interviews if suitable.

To be eligible for the programme, individuals should be:

  • Singapore Citizen (SC) or Permanent Resident (PR)
  • Have at least 2 years’ working experience from any industry
  • Candidates must be employed by your business as a new hire to become a participant in the programme and will continue to work within your company once they have graduated the programme.

FOR FURTHER INFORMATION, SEND US YOUR ENQUIRY VIA EMAIL

PROFESSIONAL CONVERSION PROGRAMME (PCP)

in Programmatic Advertising

FIRST FLIGHT LAUNCHED ON JUNE 4TH

Participating Companies

Launching programmatic careers with on-the-job training at hiring companies:
  • Account Exec
  • Ad Operations Exec
  • Analytics & Insights Exec
  • Campaign Engineer
  • Inside Sales Specialist
  • Marketing Manager
  • Operations Manager
  • Sales Manager
  • Supply Exec
  • Technical Account Manager

A LAUNCHPAD FOR A PROGRAMMATIC CAREER

JUNE 2018

Beginning their careers in their new full time roles, the PCP kick-started with a 2-week classroom training immersion, introducing candidates to Programmatic Advertising. Candidates had the opportunity to engage and interact with 18 high-calibre industry leaders from publishers, agencies, tech platforms and brands invited as guest speakers, including Chief Digital Officer at GroupM, Vice President of AdForm, Programmatic Lead and Media & Data Strategy Lead at HP Inc.

Hearing first-hand from the best in the industry, candidates were able to tap on their expert industry knowledge and technical expertise. Surfacing from fireside chats with these head figures was invaluable career advice on navigating the programmatic space, showcasing the diverse paths to success.

  • Holistic understanding of the Programmatic ecosystem outside of their organizations and roles
  • Developing a digital strategy, programmatic planning and the basics of programmatic bidding, buying and selling
  • Understanding the evolving consumer journey, preparing for change and future proofing your business
  • Introduction to the role of data, measurement frameworks, audience segmentation
  • Advice from industry practitioners on developing a programmatic career – networking, putting your best foot forward, being agile and adaptable, integrating into a team and managing expectations
  • Putting theory into practice with live team briefs to illustrate how theory translates into real life scenarios

UNDERSTANDING THE DIGITAL SUPPLY CHAIN

JULY 2018

Supplementing their ongoing full-time programmatic roles, PCP candidates regrouped for their monthly 2-day sessions, speaking with media owners to understand the digital transformation their organizations have undergone and how they are adapting to the changing landscape.

Embarking on their first of many field trips, candidates visited Mediacorp and CNN headquarters to understand the role of programmatic in premium content, integrating programmatic with other publisher media offerings and how creative complements technology.

  • The role of premium publishers
  • Integrating traditional and digital media offerings
  • Brand safety, viewability, ad fraud and contextual targeting

TRANSLATING DATA INTO INSIGHTS

AUGUST 2018

This month’s 2-day session took candidates through all things data. Field trips to Facebook, Google and Starhub showcased the various data sources and how they could be leveraged to generate insights and optimize campaigns, providing them with hands-on experience of setting up campaigns within a trading platform.

  • Fundamentals of data management
  • Sources of data
  • Audience segmentation
  • Translating data into insights
  • Live demo on how to set up campaigns within a trading platform

TURNING BIG DATA INTO SMART DATA

SEPTEMBER 2018

Speeding down the data track, candidates deep dived into the data points, frameworks, tools and innovations available to understand digital behaviours, make informed media investment decisions, measure across screens and create personalized messages. Surfacing from these presentations was the importance of conversations around topics such as brand safety, standardisation, benchmarks and viewability when planning for Programmatic.

September’s session included a field trip to Dentsu Aegis Network APAC headquarters to understand what innovation entails within the Programmatic space and the importance of planning ahead. Diving deep into the nuts and bolts of dynamic creatives, candidates gained insight into creating personalized messaging, performance measurement and attribution.

  • Attribution
  • Cross-media tracking and measurement
  • Dynamic creative optimisation
  • Performance measurement and metrics
  • Innovation in Programmatic
  • Live demo on how to set up campaigns within a trading platform

APPLY FOR FLIGHT 2 NOW!

Individuals may apply for the programme via the following methods:
  1. Organizations with employees currently less than 6 months into / newly hired into their Programmatic role may nominate them to participate.
  2. Individuals currently seeking a career in Programmatic may submit their applications and CVs. CVs will be shared with participating companies for consideration for specific Programmatic roles within their organization. The hiring process will be managed independently by companies and applicants may be contacted for interviews if suitable.
To be eligible for the programme, individuals should be:
  • Singapore Citizen (SC) or Permanent Resident (PR)
  • Have at least 2 years’ working experience from any industry
  • Candidates must be employed by your business as a new hire to become a participant in the programme and will continue to work within your company once they have graduated the programme.
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