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Case study: Bates 141 training and development

Advertising and marketing is changing rapidly, with more audiences being targeted on screen rather than through traditional channels. WPP company Bates 141 took action in 2007 to give its people the skills needed to compete in the new digital age – it sent them to Digital Boot Camp.

The company selected 26 ‘Digital Sparks’, representing each of its offices, to attend this five-day intensive course on all the different aspects of digital marketing. For example, they learnt how best to engage with consumers in the most digitally-advanced society. The course included discussions on when and how to target consumers through both traditional and interactive channels.

Participants returned to their offices to share what they had learned with their colleagues through a cascade program. The company also set up a social networking site for employees to discuss ideas and new developments in digital advertising.