CANNES, France, June 17, 2019 /PRNewswire/ -- IBM (NYSE:
IBM) and Adweek, LLC today announced the creation of the Institute
for Brand Marketing™, a program for marketers designed in
partnership with IBM Watson Advertising and Adweek. Offering
marketers the skills to help advance in a disruptive
marketplace, the initiative will provide complimentary, interactive
courses, custom research, thought leadership and live educational
experiences at industry events across the country.
Innovation can be an important component to a brand's success.
According to a recent report by the Economist Intelligence Unit,
81% of marketers believe they need to change the way they run their
business, yet the majority are unable to find the time or budget
for professional development.1 The Institute for
Brand Marketing™ program in collaboration with IBM Watson
Advertising and Adweek, the leading source of news and insight
serving the brand marketing and advertising community, can help
fill this void by offering key learning resources that are designed
to empower marketers with the strategies and knowledge to position
them for success.
The Institute for Brand Marketing™ program will be available on
Adweek.com starting in September 2019
with one course per quarter produced by Adweek's editorial team in
conjunction with IBM professionals across artificial intelligence,
advertising and technology. Ranging in topics from monetizable
engagement to marketing technology, each course will include 12
lessons augmented by case studies and relevant industry research
and news. The program will track individual progress and reinforce
engagement via email, SMS messages and badges for each participant
to post on social media. For those interested in learning
more about how to enroll in this program, they can sign up for
updates on adweek.com/ibm.
"IBM Watson Advertising and Adweek created this program to help
fill a void in the marketplace for marketers who are looking for
continual learning and development," said Randi Stipes, Chief Marketing Officer for IBM
Watson Media and Weather. "We're excited to curate a curriculum
designed to give people greater confidence and skills to help them
better navigate our constantly evolving industry."
The Institute for Brand Marketing™ will come to life via live
events to connect course participants with industry thought
leaders. Onsite development workshops at key Adweek events like
NexTech: Programmatic and Beyond (July
24-25 in New York, NY),
Brandweek (November 3-6 in
Palm Springs, CA), and Elevate: AI
(2020) will help unite the course participants and foster the
community.
"Adweek and IBM Watson Advertising share a similar view for the
need for more education and training of today's brand marketers,"
said Jeffrey Litvack, Chief
Executive Officer at Adweek. "The Institute for Brand Marketing™
program will address this need and we are thrilled to be able to
provide our platform as a springboard for this educational
initiative."
IBM Watson Advertising is announcing the collaboration at the
Cannes Lions International Festival of Creativity in France, where the company will host an
interactive experience for participants to create chatbots and
share their personal expectations for technology. Watson
Advertising will also discuss ad fraud and brand safety on a panel
that explores how brands are using technology for good. To learn
more please visit: IBM Watson Advertising at Cannes Lions 2019.
For 40 years, Adweek has been a beacon for the advertising and
marketing community, navigating the rapid changes, global trends
and societal implications of the ever-evolving industry. Adweek's
mission since its launch in 1979 remains the same: how to help
engaged executives and creatives do their jobs better.
About Adweek
Adweek is the leading source of news and insight serving the
brand marketing ecosystem. First published in 1979, Adweek's
award-winning coverage reaches an engaged audience of more than 6
million professionals across platforms including print, digital,
events, podcasts, newsletters, social media, and mobile apps. As a
touchstone of the advertising and marketing community, Adweek is an
unparalleled resource for leaders across multiple industries who
rely on its content to help them do their jobs better.
About IBM and Artificial Intelligence
A world leader in AI software, services, and technology for
business, IBM has deployed Watson AI solutions in thousands of
engagements with clients across 20 industries and 80 countries.
IBM's Watson AI solutions are widely used in industries, including
seven of the 10 largest automotive companies and eight of the 10
largest oil and gas companies.
For more information about the Institute for Brand Marketing™ in
partnership with IBM Watson Advertising, please visit website
adweek.com/ibm. For more information about IBM, visit
ibm.com.
Contact: Megan Levinson,
megan.levinson@ibm.com
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SOURCE IBM