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IAB Poland: Creating a training and development programme to change a market

Internet Advertising Bureau PolandCongratulations to the first Digital Search Academy graduates at IAB PolskaDigital Search Academy
Helping create the IAB in Poland Congratulations to the first Search Academy graduatesDigital Search Academy from orientation to masterclass

Digital’s team helped in the creation of Poland’s Interactive Advertising Bureau, the trade association that would act as a focus for the region’s online advertising sector. Digital supported their directors through expansion and strategy development, wrestling with the critical issues of how you change the behaviour of a whole sector rather than just a few firms. When IAB Polska decided it needed a programme of advanced training to help its leading agencies and media owners maintain their edge and innovation, Digital was the natural choice.

Working with the new management team, the aim was to offer training provision to small groups of industry leaders. These individuals, through their agencies and their networks, could amplify Digital’s activities, changing the way very large numbers of firms behave. What sort of Digital Training Academies did we launch? We started by training the country’s leading Search Engine Agencies and Engine providers in how to deliver even smarter search campaigns, more robust search strategies, and more strategic results to clients. Then we worked with the top internet advertising sales teams from newspapers, portals and broadcast media to bolster their skills and techniques in digital media sales. As so often in Central and Eastern Europe, Digital’s clients want to leapfrog the intermediate thinking and go straight to the most advanced practices around. By the start of 2008 demand for the programme was rising and new courses in email marketing planning, social media and Web 2.0 were all being rolled out. As with the UK, Digital is the complete architect and provider of the training programme, with constantly evolving materials, new case studies, and advanced management coaching rolled into training provision that shifts the behaviour of a whole company.

The results? In the words of the participants: “this training changed the way I view digital marketing” … “it’s opened up completely new directions for our business” … “this isn’t just changing the way we work, it’s changing our company’s strategy” … “brilliant”

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