Q&A: how did ForwardPMX become Baidu’s first certified training partner in Europe

ForwardPMX's Yanyan Froud.

ForwardPMX was recently named as the only Baidu Certification appointed partner in Europe for training and assessment. The Drum Network recently spoke to Yanyan Froud, associate director for APAC & Russia at ForwardPMX to find out how the international agency achieved the accreditation from China’s largest search platform…

How did you first become aware of the opportunity to partner the Chinese search giant?

Many of our clients are global focus and invest in China heavily. Baidu, as the biggest search engine in the market, is obviously an important platform for us to work with. Baidu's international team established over 10 years and we worked with them from the early days to grow together. We found out that they have challenges to train people outside China and as they received similar questions from advertisers / agencies over and over again. A UK training center is very much needed, so we reached out to Baidu to let them know that we were willing to help.

What process did you have to go through to win accreditation?

It was a long process - we had to meet all relevant people in Baidu to prove that we have the capability to handle this responsibility. We then organised several events with Baidu together to test the water. Feedback from attendees were great and this demand for this type of training is even greater than we expected.

Who will deliver the training? Did your trainers have to train with Baidu themselves?

FPMX Baidu trainers are all properly trained by Baidu directly and all passed Baidu official certificate. Our trainers are also digital analysts from Senior to Director level who handles real clients work daily. They all have rice experience with strong business sense to advertise in China.

What form does the training take and who is relevant to?

We have two types of training (two levels): Specialist & Consultant. For Specialists, it takes around two hours mainly presented by our trainers with Q&A time. For Consultants, it takes five days (2 hours each day) and the training include presentations as well as workshop to practise

Both types of trainings are hosted in our office but as many peoples who are based in other cities/countries also want to attend, we might consider an online seminar in the coming months.

What impact to you think this accreditation will have on ForwardPMX and how does it fit into the agency’s wider strategy?

Our goal of this is to help other businesses outside China to run advertising campaigns on the one of the most important media platform in China. As Baidu is very different from Google in many ways, we hope we can share useful knowledge to the world. As an impact to us, we are building a great relationship with other agencies and brands and we have been recognised as a true search expert in the complex market.

Click here to find out more about the Baidu tranining packages on offer.

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