Case studies

Commonwealth Bank

DDB

Introduction

In late 2008 the CBA marketing department briefed Digital Training.

They’d identified that Digital Marketing and Media was no longer just a discrete driver for their business. Responsibility and accountability for digital marketing rested with the entire department and not exclusively with their team of digital experts who were shouldering rapidly increasing expectations.

Digital Training was set the challenge of:

1. Educating the department with skills that allowed greater shared digital responsibility
2. Inspiring confidence through demonstration of global best practice

The Solution

The bespoke “CBA Digital Training Certificate” program was created to meet CBA's objectives.

Each element of the program was delivered using accelerated learning principals incorporating group discussions, team based activities, blog walls, individual online performance assessment “quizzes”, assignments and informative presentations.

Relevant, industry specific case studies were constantly leveraged to illustrate best and sometimes worst case scenarios.

In order to tailor the learning program to CBA's business needs Digital Training spent several days consulting with CBA's major agency partners including IKON, New Dialogue, BMF and Goodby Silverstein. This process allowed us to fully appreciate current client / agency process and campaign performance past and present.

The Results

"Digital Training exceeded our digital marketing learning expectations. The content and delivery of the program created for us has lead to a positive shift across the marketing team."
Andrew Murrell - General Manager Channel Marketing, Commonwealth Bank September 2009

Digital Training has now provided digital marketing skills training to more than 70 people in the CBA Marketing team from senior managment through to the most junior levels.

 

Introduction

In early 2009, DDB embarked on an ambitious program of change. A key focus was the stimulation of a SHIFT to a more digital orientation beyond the embedded experts primarily house in Tribal DDB.

DDB had concluded that the responsibility and accountability for digital communication initiatives rested with the entire group of businesses covering Rapp, Mango, DDB, Tribal and Remedy and not exclusively with their team of digital experts who were shouldering rapidly increasing expectations.
Digital Training was set the challenges of;

• Creating bespoke learning programs for senior and mid management teams
• Educating the agency with skills that allowed shared digital responsibility
• Inspiring confidence through demonstration of global best practice

The Solution

Digital Training designed and created the “DDB Digital Training Academy”
Two learning programs were created and run in parallel catering to senior agency management and mid level management.

In order to tailor the learning program to DDB's business needs and client categories Digital Training spent several days consulting with DDB's management and Digital experts at Tribal DDB. This process allowed Digital Training to fully appreciate current client / agency process and campaign performance past and present.

Imperative to the success of the training program was the need to demonstrate that digital communications lay at the heart of delivering ‘Participative Branding’ and are not merely ‘integrated’ into campaigns. To deliver this fundamental SHIFT in thinking, the training program provided new frameworks in which to understand the SHIFT and new processes and tools for developing communications strategies and plans.

Bringing about this SHIFT in thinking required a collaborative process involving the dissection of ‘Participative Branding’ case studies, small group discussions and debates, and large group explorations for what this meant for the agency embracing a new way forward for communications planning.

Ten major digital topic areas were identified for DDB including;

1. SHIFT Happens, The rules of engagement have changed
2. Strategic Use of Digital Marketing & Advertising
   
3. Digital Media Advertising and Content Options
   
4. Measurement & Analytics
   
5. Social Influence Marketing and Social Media Landscape
   
6. Mobile Marketing & Advertising
   
7. Digital Media Landscape
   
8. Digital Media Research and Planning Process
   
9. Digital Media Buying, Implementation Process & Measurement
   
10. Search Engine Marketing

The Results

"The team at Digital Training have been a key element in stimulating the Digital Shift across DDB. There’s a new buzz echoing through the business and importantly our clients are reaping the benefits. If you’re considering shifting to a more digital knowledge base across your marketing or advertising business i can confidently recommend the team at Digital Training.”
Chris Brown, Group Managing Director DDB - 7th August 2009

"Excellent content from a very knowledgeable presenter who engaged very well with a senior audience of varying experience in the digital field."
Kate Sheppard, Board Business Director

"This course provides the building blocks of digital knowledge without which no account man can comfortably say they are doing their jobs properly."
Paul Matuszczyk, Business Director

"A really comprehensive course that throws you in the deep end."
Laura McCarthy, Business Manager

"I felt that the Digital Training has enabled me to speak to my clients confidently and competently about their digital initiatives. Hopefully with more education they will take suggestions onboard to boldly enter this space." 
Jo Hogan, Business Manager