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Google lines up 2nd edition of ‘Squared’ in India to bridge digital ad skills gap

MUMBAI: Google today announced the second edition of ‘Squared’, an executive training programme that enables advertising professionals to become digital ninjas.

Over 50 marketing, media and advertising leaders in India — Dentsu Aegis, GroupM, Interpublic Group, Madison, Onmicom Media Group, Starcom, ZenithOptimedia, Shop clues and Max Life — are participating in ‘Squared’ this year.

The programme is designed to impart the next generation of marketing, media and advertising leaders with digital, technological and leadership skills through hands-on labs and mentoring sessions with experts and mentors from the global advertising industry, including Charlie Somers Cock, Head of Global Talent – Impact International; Kunal Shah, Founder – Free Charge; Sapna Chadha, Head of Marketing – Google; Archan Banerjee, Head Digital Marketing – Dabur; Nidhi Bisht, Co-Founder, Director – New Brain Theater Volks; Atul Chaturvedi, Joint Secretary, Dept. of Industrial Policy & Promotion, Ministry of Commerce & Industry, Government of India, and others.

Last year, 40 ‘Squares’ went on to champion change in their agencies. For its second edition, the programme will focus on using digital to create innovative and impactful marketing and advertising campaigns, with a particular focus on mobile, digital video and measurement. The two-week intensive residential training programme is currently underway in Delhi and will run in Mumbai from 11-22 July.

Google head of agency business Apac Punitha Arumugam, commented, “Digital is already about 12% of the total advertising spends in India, and is projected to be approximately 30 per cent by 2020. This creates an acute need for leaders who have the skills and expertise to harness the best of the medium. Through our intense focus on training programmes such as ‘Squared’, we are empowering advertising professionals with deep digital, technical and leadership skills that will help them deliver powerful brand campaigns.”

‘Squared’ was first piloted in the UK, where more than 300 professionals from 60 agencies and advertisers participated over a period of time. India is the sixth market of ‘Squared’s’ global roll-out, following London, Singapore, New York, Hong Kong, Germany, Thailand and Indonesia.

‘Squared’ is an example of Google working closely with the agency community in India. Programmes like Planner’s Days, YouTube Bootcamps and Mobile Leadership aim to contribute to the growth of individuals and organisations. Over the past two years, 1700 Indian professionals have been trained in these programmes.