23 Nov 2017
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Twitter India kicks off multi-pronged agency awareness programme

MUMBAI: Micro blogging site Twitter has expanded its outreach to agencies in India to empower agencies and the brands to capitalise on live, always-on moments and video innovation through the platform.

The outreach programme is anchored by a three-prong strategy: gamified learning through DIY postcards, new deep dive courses for its Flight School online education programme, and a new series of multi-city #GoLive agency bootcamps.

“The digital space moves at lightning speed, change is the only constant. Agencies know of Twitter, but not many know how best to leverage our latest tools in a way that adds value for their clients. To help increase the understanding as our platform and the industry evolves, we are working to engage more with marketers around the world so that they and their clients can use Twitter more effectively to reach and engage with target customers,” said Twitter APAC & MENA head of agency development Simon Brockman.

Gamified learning: Twitter India will send weekly ‘Did You Know’ cards to agencies over a six week period, to help them in achieving their marketing goals through gamified learning. These ‘Did You Know’ cards will contain interesting facts and trivia about Twitter’s advertising solutions, share best practices on how to target and build an audience on the platform, and deliver research insights. Moreover, there will be trivia quiz hosted from @TwitterAdsIN for agency employees.

New modules for agencies and brand marketers: For marketers seeking to advance their digital prowess, Twitter Flight School serves as the go-to resource for agencies and brand marketers to stay on top of the latest innovations. More than 7,900 representatives from brands and agencies in the region have registered for the free online education programme so far. Within a week in India, nearly 600 agency representatives have signed up for the programme.

Twitter has added new deep dive modules to Flight School that support marketers who are keen on leveraging premium content advertising from top broadcasters, sports leagues and content creators. Marketers can explore content partnerships with Twitter Amplify, scale optimisation with Twitter Ads, and maximise TV campaign results with Twitter integration. Upcoming modules include the latest video on Twitter and direct response features.

#GoLive agency bootcamps: Finally, Twitter kicks off a series of #GoLive agency bootcamps across Asia, including India. The bootcamps are half-day learning sessions for agencies comprising intensive training workshops aimed at bringing together Twitter experts from marketing, research, product and brand strategy to facilitate best practice sharing. The first round of bootcamps will be conducted for some of the key agency partners including GroupM, Omnicom Media Group and Publicis Media. Later in the year, the programme will be scaled to include some of the other agency groups too.

More than 20 of these training sessions will be held with agencies across India, Indonesia, the Philippines and Singapore between August and September.

“As we move into a more adaptive marketing environment, at Mindshare we equip our team to plan media, keeping audience and their behaviour in mind. Twitter’s Flight School programme is a step towards helping our teams to understand the platform and integrate it seamlessly into our core planning product,” said Mindshare CEO South Asia Prasanth Kumar.

“At MEC India, to perpetually be in beta mode is a philosophy we aspire to. With so much going on around us, we place a big premium on staying updated. We find Twitter’s Flight School and agency outreach programme very valuable towards that end,” said MEC South Asia MD T Gangadhar

“Digital is developing at a rapid speed and we want to maximise this moment for our clients in real time. The #GoLive training sessions and Flight School from Twitter ensure that we are topping the digital game, aligned to the needs of our teams, while helping us elevate as a group,” said Publicis Groupe head of trading Southeast Asia Gregory Fortune.

“The age of precision and addressability has arrived, and as agency leaders, we need to be at the forefront to best advise our clients on their brand strategies and campaigns in this fast-changing digital landscape. I am excited to see Twitter making the effort to help upgrade agency skills with Twitter Flight School and the agency bootcamp. We look forward to closer collaboration with Twitter to take our agency to greater heights,” said Starcom Indonesia MD Yasir Riaz.