DDB Asia launches DDB University a first-of-its-kind summer programme

DDB Asia has launched DDB University (DDBU), a first-of-its-kind, region-wide Summer School to equip DDB employees with emerging skills, teaming dynamics, and leadership modules.

Launched in April, the ten-week programme titled ‘DDBU: Metaversity for a new world’ features 20 core modules across four content themes, including creativity, new skills, collaboration, and leadership. Designed based on a professional learning framework, Method M, it seeks to develop M-shaped talent across four growth dimensions by adding depth in core creativity skills, cross-learning new skills, collaborating as agile teams, and powering up leadership.

The modules are developed and presented by the agency group’s best practice leaders, drawing on the latest developments and trends within each content vertical. Curators include Asia-based leaders such as David Tang and Eugene Cheong, Hong Kong’s Andreas Krasser and Adrian Tso, Singapore’s Jeff Cheong, Tegan Wilson, and Jonathan Lim, and China’s Matthew Cheng. The sessions are shared live every Friday across DDB’s offices in Singapore, Hong Kong, Seoul, Shanghai, Beijing, Guangzhou, and India.

“We have incredible talent and practitioners right here within DDB,” said David Tang, CEO of DDB Asia. “It’s inspiring to see our best practice leaders work together to create and share the content with their colleagues – it’s for the people, by the people.”

The first wave of course content includes a UXPTD framework for UX, platforms, transmedia, and data; creativity from crypto and NFTs; Greater Bay Area technology development; best practices in pitching (modelled after adam&eveDDB); and teaming dynamics based on the late Anthony Bourdain’s Kitchen Confidential, Adman version. Upcoming modules include design thinking, ‘Unexpected Works by Fame, Feeling, Fluency’, The Learning Brain@ddb.com, Q by Omni and NextGen Leadership. Participants will also learn how to get the best from DDB’s progressive global planning tools and platform-first planning for the digital age.

“Our goal is to help DDB talent find their own M and develop a fierce combination of skills that plays to their strengths and potential,” added Tang. “Supported by our recently relaunched Four Freedoms, our mission is to give our people the space and tools to practice and thrive. It’s the Freedom to Be.”

The programme’s successful launch drew 250 participants, including colleagues from Europe, India, and the USA.

“Beyond the learning, the modules set the benchmarks for the way we work, create, collaborate, lead, and pitch as an agency. The best practices in the material will guide how we measure growth and individual performance to keep getting better, sharper, and braver,” concluded Tang.