Google tackles programmatic talent deficit by partnering with Singapore government

Google and EDB launch Digitize

Google and the Economic Development Board (EDB), part of the Singapore government, announced the launch of an education programme to help people become experts in programmatic and marketing technology.

Digitize was launched today in Singapore but Google said the format would be taken out to other markets at a later date. Google said it was the first time it’s created a programme like this anywhere in the world and came up with the idea to help plug a skills gap in the country.

The course will take place over the next year, and will provide training and on the job experience at agency and client partners in officed in Singapore and Sydney, including Dentsu Aegis Network, Omnicom Media Group, Publicis, Hotels.com and Amobee. The talent partner and programme manager of Digitize is Xpand.

Joanna Flint, country director at Google, Singapore, commented: “We see a huge demand in the industry for qualified digital marketing talent and our goal is to help young Singaporeans gain the right skills and experience to ensure they have the best opportunity to excel in one of the fastest growing industries. Changes in consumer behavior online and the exponential growth of digital require advertisers to invest in new media buying platforms and Digitize aims to grow the pool of homegrown talent in digital to meet this need. Digitize is a great example of Singaporean innovation — and we’re already looking to export the programme worldwide.”

Singapore is the business hub for a lot of Southeast Asian business, as well as being the headquarters for a lot of APAC and global brands. The government, via the EDB, is pushing digital advertising and services such as data science as a core skill in the country.

Ms. Thien Kwee Eng, assistant managing director of the Singapore Economic Development Board, said: “Facing a future where business operations and decisions are increasingly data-driven, it is important for Singaporeans to have the necessary digital skills to contribute to the new economy. DIGITIZE is a step in the right direction to provide Singaporeans with the necessary experience to develop digital skills for the marketing industry.”

She added, “Google’s decision to establish the programme in Singapore, showcases their commitment to Singapore. Furthermore it enhances Singapore’s position as Asia’s digital capital and marketing hub.”

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