WPP and Kantar have teamed up with Facebook, Google, LinkedIn, New York University, Oxford University and Spencer Stuart to launch a program it claims will educate marketing bosses in "best practice approaches to their strategy, structure, capability and leadership".
Dubbed the Institute for Real Growth (IRG), the independent scheme will be targeted towards chief marketing officers and other senior business leaders. In participating, brand bosses will study a board-approved curriculum and receive a NYU School of Professional Studies Certificate of Completion in Real Growth Leadership.
The workshops are global and marketers can sign up for classes in New York City, Shanghai and London.
Focused on unlocking long-term growth for advertisers, the program will comprise a series of workshops that provide close collaboration with peers, as well as access to in-depth research, case studies, speaker insight and individual coaching – all of which is personalised to each attendee’s leadership and organisational business growth needs.
WPP is backing the initiative because it says its own research has found brands who 'overperform' on growth are better at evolving their propositions to suit customers. The research found the same brands were also more likely to combine data, technology and creative, which aligns with chief executive Mark's Read's vision for WPP.
Commenting on the launch of the scheme, Read said: “Clients tell us that sustained top-line growth is their number one priority but they face increasing challenges in delivering it. The results of our comprehensive global study confirm that sustained growth requires the disciplined execution of integrated strategies that combine data and technology with human insights, creativity and innovation."
He said the IRG would bring together "influential partners to help organisations focus on long-term success".