The World Association of Newspapers and News Publishers (WAN-IFRA) and the UK-based Byrne Partnership have launched an ambitious training programme, Adplex, for news media executives in Asia to enhance the skills of advertising, marketing and sales professionals.
The Adplex programme, modeled after the Media Skills Qualification (MSQ) programme in the United Kingdom, was launched at an inaugural workshop in Pune, India, at the WAN-IFRA India Publishers Conference. The annual event gathered together over 400 senior publishers from all over Asia.
This new collaboration between The Byrne Partnership and WAN-IFRA greatly expands the Adplex series of training and development tools for media advertising sales professionals. Graduates develop new capabilities required by increasingly sophisticated clients and agencies. MSQ has been the leading multimedia skills advertising sales programme in the United Kingdom since 2000 and has also been developed for use in Russia and in the Middle East.
‘The skills development program for advertising executives has never been a turn up and smile event, it requires serious commitment but delivers serious results for the delegates and their companies,” said Eamonn Byrne, Joint Principal of The Byrne Partnership.
The underlying principle of the eight-module ‘Adplex’ programme is to equip graduates with the in-depth knowledge and expertise of media sales on all channels.
The results of that training were in evidence when the first Adplex module was completed in Kolkata, India, which will be followed by a series of introductory workshops to be delivered throughout India before the first full Adplex programme begins in March. Top-flight Asian media professionals have been trained to deliver the MSQ content in Asia. WAN-IFRA and The Byrne Partnership will be offering the Adplex Media Skills Qualification for 50 prospective graduates during 2013, as well as customized training programs for media houses in Asia.
“We are delighted to be partnering with The Byrne Partnership to bring this proven training programme to Asia,” said Thomas Jacob, Chief Operating Officer of WAN-IFRA. “We believe the Adplex modules will be a vital tool for Asian media professionals and will held develop their multimedia advertising skills as digital revenues grow in tandem with the region’s core print advertising revenues.”
WAN-IFRA, based in Paris, France, and Darmstadt, Germany, with subsidiaries in Singapore, India, Spain, France and Sweden, is the global organisation of the world’s newspapers and news publishers. It represents more than 18,000 publications, 15,000 online sites and over 3,000 companies in more than 120 countries. Its core mission is to defend and promote press freedom, quality journalism and editorial integrity and the development of prosperous businesses.
Learn more about WAN-IFRA at http://www.wan-ifra.org
or through the WAN-IFRA Magazine at http://www.wan-ifra.org/magazine