Google extends Squared scheme to US and signs deal with IAB

Google has extended its digital marketing education programme Squared into Singapore, Germany, the US and Hong Kong.

The scheme, which launched in the UK in 2012 with the Institute of Practitioners in Advertising (IPA), has also struck a deal with the Internet Advertising Bureau (IAB) in order to increase its resources.

Sarah Logan, head of Squared at Google, said: “The pace of change in marketing is continuing to increase regardless of geography and we are really keen to help support the industry as a whole to adapt.

“Our goal has always been to further accelerate digital talent within our agency and client partners so it is great to see that that the Squared principles of learning by doing are now reaching an international audience. We’re also excited to be able to continue to enhance the resources available to our Squares through the IAB partnership.”

The Squared course is available both online and offline, to help as many people as possible, with over 2,000 people taking part so far.

The offline course takes place over six weeks, while the online course spans six months and includes live classes, video talks and Google Hangouts.

Google has reported that 73 per cent of those who took the offline course have since been given more responsibility or had a promotion.

IAB’s training and education manager, Joanne Bolger, said: “We’re delighted to be aligned with such a well-established education programme. Educating the industry about all areas of digital is a key objective for us and we’re looking forward to showcasing the knowledge and wealth of resource we have to offer, in order to further develop digital talent.”

Last May, Google extended the scheme to more remote agencies in the UK and overseas, following its initial success.



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