EPISODE 8: HOW DOES OGILVY GET READY FOR MODERN MARKETING? (PART 2)
Ms. Dieu Anh: It’s about capturing opportunities. The next question is how we update the knowledge, How Ogilvy update the knowledge at the market for every single export working insight?
Mr. Kent: The question the day after we have just launched the new program across the region that we were calling Edge and we had over a thousand people, that 1200 staff across Asia yesterday connected to some of them are our top senior executives who were running a program it was September exactly doing this. So we're investing. Last year, we ran something that we internally call “The Dynamic Dojo” where we had 600 people across the region in person to be trained in automated marketing, search marketing, customer journey, some of the new things that we have. We have a process, it is tool but it's also a process of looking customer journey and qualify them. That’s what we were training people on. So we're constantly trying to update the knowledge of our staff. We're doing that because obviously when we have clients that need the services they need to capable people are also doing it though because great young staff today. They want to have a relevant career. They're living. They’re smart. They're growing up very connected. Where can I work? Where people see a future and are building a future? Where can I learn how to do great social media? Where can I learn about data and also the work? and Where can I learn great basic? Because the other thing that we're doing that I don't want the industry to forget. It's not just about new channels and new techniques. It's still about “Do you know how to service the clients? Do you know what is great idea? Do you know how to write a really smart brief? Do you know how to write a point of view that is provocative? Do you know how articulate, as a presenter to convince somebody standing in a group?
So you know, our business is still based upon a number of skills . You know, from your own skills and what you’ve done in the industry. You need great base, those are ever – green. You also need to learn new things. So I think, it’s for all of us in the industry, we have to ensure that we’re continuing to help the next generation of people in our business to be great professional in core skills and fundamental skills but also to be great professional and helping lead clients in a world that is evolving very fast and I am always amazed by the speed of change in Vietnam. I look in particular because his from a context remembering my very first trip here in 1991 and then I go out, not just on the street but I look what's happening online like. I sit and have a chat with some of our young staff. We’re doing very interesting things with video online that's the way they think, that the way they think! That's the way they communicate. So, you know, we have a lot of very smart staff that saying so how do you support what I already do and help me be better at it. So I think in an industry we always have to do that to make sure that we have people that are the right ones that when they are in front of a client and represents expertise that clients are needing today.