Twitter partners 11 ad networks to nurture APAC’s rising digital stars
Twitter yesterday (August 28, 2017) kicked off its new media agency programme – #TweetToTheTop – in India. Eleven 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 (July 2017 - July 2018) agency engagement programme dedicated to young media executives in five countries in the Asia Pacific: India, Singapore, Indonesia, the Philippines and Australia. The programme will see rising stars in the digital media planning industry across APAC go head-to-head for the chance to attend The Cannes Festival of Creativity 2018.
#TweetToTheTop aims to attract hundreds of young media planners and executives from the five markets to showcase their best work using Twitter solutions. The year-long programme will be activated in three phases across six cities in five markets in the region, with the first workshop kicking off in Mumbai on August 28. At each phase, hands-on training sessions will be offered by Twitter’s 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.
Handpicked by their agency leadership teams, the participants will be the first to receive exclusive access to Twitter’s arsenal of tools and global ad tech leaders, including Twitter’s Global Creative Director Jayanta Jenkins, and Stacy Minero, Global Head of Planning & Creative Agency Development at Twitter.
The programme will comprise workshops and training sessions across three phases – with each phase more challenging than the last. Live briefs, one in support of a social cause and two focussing on real business challenges will be issued to eventually determine the top five participants per country, who will face-off for the chance to represent their agency at Cannes 2018.
In a recent eMarketer worldwide report, more than 60 per cent of agency leads still have challenges measuring ROI on social media marketing, and more than 35 per cent are challenged on tying social to business goals. Considering the increasing integration of social and digital into everyday lives, especially in the Asia Pacific, Twitter is leading the first digital education programme dedicated to helping media agency professionals navigate an increasingly dynamic and complex landscape.
Taranjeet Singh, Country Director, Twitter India, remarked, “At Twitter, we believe in working with agencies as partners in the decision making process as they navigate through the digital future. As India advances as a digital nation, our #TweetToTheTop initiative is a part of our commitment to help agencies and brands achieve their marketing goals.”
“We’re proud to strengthen our collaboration with the top media agencies in Asia Pacific, leveraging Twitter’s resources to solve business challenges in the digital age,” said 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.”
Sunil Yadav, President, Amplifi Asia Pacific at Dentsu Aegis Network, added here, “We consider Twitter in our media mix, but would like to see the differentiated value the platform offers with its new products and formats. Our media talents also look forward to learning from the workshops on how Twitter can provide data and real-time insights to optimise its programmatic outreach.”
Leigh Terry, CEO, APAC at IPG Mediabrands, said, “We believe that smart data, smart technology and smart collaboration are essentials in maintaining our strong business trajectory. Developing young talent who belong to the ‘multi-screen’ and ‘always on’ generation is critical to our success, and this collaboration with Twitter will help us stay ahead of the curve in technological advancement on the platform, and add value to our clients in creating meaningful conversations with their consumers.”