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Twitter joins forces with Dentsu, GroupM, IPG and Omnicom to launch digital education programme for media agency professionals in Asia Pacific

MANILA – Twitter launches its new media agency programme #TweetToTheTop – a year-long digital education programme dedicated to upskill young media professionals in Asia Pacific and bring them on a journey where the crème de la crème will stand a chance to attend Cannes 2018. 11 agencies from global media and advertising networks including Dentsu, GroupM, IPG and Omnicom will be participating in this initiative. #TweetToTheTop is Twitter’s first year-long agency engagement programme dedicated to young media executives in five countries in Asia Pacific: India, Singapore, Indonesia, the Philippines and Australia. 

In a recent eMarketer worldwide report, more than 60% of agency leads still have challenges measuring ROI on social media marketing, and more than 35% are challenged on tying social to business goals. Considering the increasing integration of social and digital into everyday lives especially in Asia Pacific, Twitter is leading the first digital education programme dedicated to helping media agency professionals navigate an increasingly dynamic and complex landscape.

#TweetToTheTop aims to attract hundreds of young media planners and executives from the five markets to showcase their best work using Twitter solutions. The collaboration with the biggest agencies in Asia Pacific and the world will provide media agency professionals with exclusive access to Twitter’s arsenal of solutions and global advertising tech leaders including Jayanta Jenkins, Twitter’s Global Creative Director, and Stacy Minero, Twitter’s Global Head of Planning & Creative Agency Development. The top 25 among them will compete to have their work entered into The Cannes Festival of Creativity in July 2018.

At each phase, hands-on training sessions will be offered by Twitter marketing executives to selected young media buying professionals. The participants will work in groups on three separate challenge briefs on hot social and business issues over the upcoming months.

The Philippines is the third country to activate the workshop after India and Singapore. Here are some highlights from the session. The year-long programme will be activated in three phases across six cities in five markets in the region.

“We’re proud to strengthen our collaboration with the top media agencies in Asia Pacific, leveraging Twitter’s resources to solve business challenges,” says Simon Brockman, Head of Global Agencies, Asia Pacific, at Twitter. “As marketers increasingly look to their agency partners for brand insights, relevant real-time messaging, and customer research, we believe that #TweetToTheTop will support media agency talents to develop their digital knowledge and skills, and ultimately benefit brands by creating the best campaigns tailored to their needs.”

Cheuk Chiang, CEO, Asia Pacific at Omnicom Media Group said: “Engaging consumers on their topics of interest in real-time is key to connection, particularly within a programmatic landscape. This programme provides a great platform for our young talent to establish a deeper understanding of consumer engagement on Twitter as well as stay ahead of the ad technology curve.”

Twitter has also tasked Arvinder Gujral (@arvindergujral), its current Senior Director, Business Development, Asia Pacific; to take on additional duties as Managing Director of Southeast Asia. Previously based in India, Gujral has moved to Singapore to take on the dual role.

In his Southeast Asia Managing Director role, he is responsible for growing Twitter’s business across Southeast Asia including strategic leadership and business planning, executive engagement with customers and partners, and cross-functional alignment to build up our presence. In his APAC Business Development role, he will continue to oversee strategic partnerships across Asia Pacific to enhance brands’ customer experience on Twitter and increase accessibility of Twitter in emerging markets.

Prior to joining Twitter in 2013, Arvinder was Head of Digital and Innovation at Aircel, a telecom operator in India. His previous experiences spanning over 17 years, saw him working at a mobile app start-up in California, sales and marketing in tech consulting and advertising. 

“I’m excited to take on this expanded leadership role at Twitter to show how our platform is the best way for people to see what’s happening in Southeast Asia and to talk about it. And of course, it is a great opportunity to work closer with brands, advertisers and partners to be what’s happening on our platform and connect them to our influential audience across Southeast Asia. With a more holistic approach from advertising to customer care to data analytics, my vision is to help brands and businesses to grow their regional audience and transform their customer experience through Twitter’s real-time communications platform,” Gujral said.

In main photo is Arvinder Gujral, Managing Director, Southeast Asia, Twitter.

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