The media and advertising industry is set to benefit from a groundbreaking initiative: the launch of a comprehensive online learning platform. This new Learning Hub Aa is designed to be a one-stop shop, bringing together over 500 meticulously vetted and quality-approved training courses specifically for professionals in media and advertising.
This significant development is the result of a strategic partnership between the Advertising Association and Adwanted UK, the respected group behind The Media Leader and Adwanted Connected. Launched today, this learning hub aa aims to revolutionize professional development within the sector.
The platform boasts a diverse catalog of training courses and qualifications. These resources cover a wide spectrum of essential skills, ranging from fostering creativity and strategic thinking to mastering data analytics. The learning hub aa caters to a broad audience, including individuals just starting their careers in the industry, seasoned professionals seeking career advancement, and HR or learning and development managers in small to medium-sized businesses looking to upskill their teams effectively.
Built on Adwanted UK’s robust Connected platform, current users will seamlessly gain access to this valuable resource as part of their existing subscription. Furthermore, the learning hub aa is also accessible to the wider public, requiring only a simple login creation to explore the extensive directory of courses.
Greg Grimmer, CEO of Adwanted UK, emphasized the company’s commitment to nurturing talent within the media and marketing landscape. “Adwanted is dedicated to championing and supporting talent in the media and marketing sector through various initiatives focused on attracting new individuals and empowering those already working within the industry. Our collaboration with the Advertising Association on this learning hub aa project is a perfect embodiment of this mission.”
He further added, “We are incredibly proud and excited to introduce this exceptional collection of accredited training courses, all conveniently located on a single, user-friendly site. We are confident that this new learning hub aa will be an invaluable asset for professionals at all career stages, providing easy access to the specific training they need to thrive.”
Addressing Critical Skill Gaps in the Industry
The establishment of this Advertising & Marketing Training Hub, or learning hub aa, is a direct response to the findings of the Advertising Association’s talent report, Investing in our Talent’s Future. This report underscored the urgent need for the industry to tackle talent shortages by focusing on two crucial areas: attracting and recruiting new talent more effectively, and enhancing the development and retention of existing professionals.
The 2023 report, informed by insights from UK advertising think-tank Credos and a dedicated Talent Task Force comprising over 20 HR leaders, revealed concerning data. Credos’ research indicated a significant 14% decrease in the number of people employed in advertising and marketing between 2019 and 2022. Compounding this issue, HR leaders highlighted that the most critical skills gaps were prevalent at entry and mid-career levels, specifically affecting individuals with three to five years of industry experience.
The learning hub aa represents a key pillar of the Advertising Association’s comprehensive three-year talent strategy, extending through 2025. Other initiatives within this strategy include the Hybrid Working Report, released in April 2024, a proactive campaign to promote advertising as a compelling career path for young individuals, and advocacy for increased participation in apprenticeship programs, following efforts to reform the apprenticeship levy system.
The demand for digital and data skills is particularly acute, a challenge shared across the broader UK business sector. However, the advertising and marketing industry faces a unique challenge compared to other sectors: uncompetitive salary levels and slower salary progression. Despite a 42% increase in ad spend since 2011 (after inflation), average annual salaries in advertising (-4%) and marketing (-10%) have actually declined over the same period.
Alessandra Bellini, president of the Advertising Association, stated, “The strength of our industry is fundamentally dependent on the quality of its people. Investing in continuous professional development is essential for everyone, regardless of their experience level. This new learning hub aa will empower individuals and their managers to identify and access the most relevant and impactful courses and certifications to support career advancement.”
“Advertising is an incredibly dynamic and exciting industry,” Bellini continued. “Our ambition with this learning hub aa is to accelerate the development of the skills necessary for our industry’s talent to excel, compete effectively, and achieve sustained success.”
Leading Training Providers and Industry Partners
A diverse range of reputable training providers are contributing to the learning hub aa, ensuring a high standard of course quality and industry relevance. These providers include: Ad Net Zero, AdGreen, Alliance of Independent Agencies, Chartered Institute of Marketing, Clearcast, Data & Marketing Association, IAB UK, IPA, Isba, Market Research Society, Pinterest, Radiocentre, Newsworks, and Thinkbox.
The training categories offered on the learning hub aa are equally comprehensive, encompassing: advertising, brand development, creativity enhancement, digital skills mastery, new business strategies, marketing expertise, media planning proficiency, people management and leadership skills, personal development, research methodologies, sustainability practices, and achieving net zero goals.
The Talent Task Force members, instrumental in shaping the strategy and direction of the learning hub aa, represent a cross-section of industry leaders: Adam & Eve/DDB, Abbott Mead Vickers BBDO, Channel 4, Data & Marketing Association, Grace Blue Partnership, Havas Media, IAB UK, IPA, Isba, Leith Agency, Leo Burnett, LS Productions, EssenceMediacom, Market Research Society, Tesco, the7stars, and Republic of Media.
The learning hub aa will be continuously updated with new and pertinent courses to remain a cutting-edge resource for the industry.
Training providers within the industry are encouraged to contact [email protected] to explore opportunities for collaboration and inclusion on the platform.
