Thinkbox
Thinkbox has announced the launch of TV Masters, a free and fully accredited online training course in TV advertising, which is set to train over 2,000 people in its first year.
It has been designed in collaboration with broadcasters, agencies and advertisers to help boost critical skills and knowledge across the industry.
The course draws from a rich databank of academic research, industry studies, thought leadership, brand case studies, and practical media and marketing expertise. From the changing viewing landscape to a masterclass in effectiveness, and from the latest advanced TV solutions to the practicalities of planning and buying a TV campaign, TV Masters covers all the existing and emerging ways brands can work with TV to deliver business success.
The origins of TV Masters are twofold: a desire to expand Thinkbox’s acclaimed TV training to meet the demands of a wider audience, and a response to the concerns of industry leaders that there is a creeping knowledge gap about TV; that how TV is digitally transforming is being overlooked and incredible opportunities for brands – and careers – are being missed as a consequence.
The course content was developed in consultation with a number of media agencies and advertisers, and is written and presented by Thinkbox’s Planning team, who together represent almost 90 years of media and TV experience.
TV Masters is designed to be as useful and practical to new starters with everything to learn, as it is to more experienced professionals looking to refresh their knowledge and skills. As with Thinkbox’s existing training programme, most participants are expected to be from media agencies, brand marketing teams, creative agencies and broadcasters, although anyone across the industry with an interest in knowing the latest about TV advertising is welcome.
The course provides a comprehensive understanding of today’s TV and TV advertising, as well as expertise on how TV works with other media and an informed appreciation of TV’s multiple marketing roles. Those completing the course will gain confidence in discussing TV’s data-driven future with clients and colleagues, as well as insights, tips and skills to be more effective in their roles.
In 2019, Thinkbox trained 452 people through its ‘New to TV’ workshop programme. TV Masters is expected to train over 2,000 people in its first year, with multiple media agencies and brands keen to add the course to their company-wide learning and development programmes.
Paul Hutchinson, CEO, Wavemaker UK:
“TV rightly remains a critical and leading part of many advertisers’ plans and this fantastic new learning programme from Thinkbox could not be more welcome. The AV landscape has transformed over the past few years and we must all strive to help advertisers navigate this dynamic marketplace and maximise their investments. TV Masters is a significant step in ensuring we do this. Sign me up!!”
Kerry Chilvers, Brands Director at Direct Line Group:
“TV remains the cornerstone of our media strategy, but as more media channels continue to emerge, it’s becoming increasingly hard for our people to keep up to date with the knowledge and skills they need to plan effectively. And as all brand teams naturally become more native to digital, it is critical for us to continue to ensure they build their understanding of TV. This hits the spot, and we’re looking forward to getting involved.”
Lindsey Clay, CEO, Thinkbox:
“An online training course is something we’ve wanted to do for years, and a productive lockdown gave us the chance to buckle down and get it done. As the world of TV never stands still, we will continue to further improve and adapt the course each year, so that advertiser and agency teams will always be well equipped to get the very best out of today’s TV.”
About TV Masters
Split into six modules covering the length and breadth of the TV advertising landscape, TV Masters is comprised of over 14 hours of video content. The six modules are:
- All about viewing: how viewing is changing, the impact of streaming and the roles TV plays for viewers
- All about ads: how TV advertising sits in the video world
- Planning and buying TV: the theory, research and practicalities of planning and buying a TV campaign
- Advertising effectiveness: the science of effectiveness and how TV contributes to business growth
- TV partnerships: sponsorships, ad-funded programming, product placement, licencing and more
- Advanced TV advertising: the rapidly developing world of data and tech-driven TV
TV Masters is completely free and will be available three times a year, in Autumn, Winter and Spring intakes. Participants are given up to 8 weeks to complete the course, and are guided along the way with tests, additional reading, downloadable slides, and useful resources to fully equip them long after the course has ended.
Those who complete the six modules will be given the option of taking a final exam, with the chance to add a distinction to their achievement. The course has also been CPD certified by both the IPA and the CPD Certification Service.
Leading the course is Thinkbox’s Planning team, headed up by Matt Hill, Research & Planning Director, and including Zoe Harkness, Head of Planning; Rupen Shah, Head of Planning; and Sam Olive, Planning Controller.
TV Masters also features a number of guest contributors, including behavioural scientist Richard Shotton and Matt Chappell, Senior Partner at Gain Theory. Advanced TV specialists from the broadcasters also feature, including David Amodio, Deputy Head of Digital & Innovation, Channel 4; Patrick Kelly, Head of Digital, ITV; and Sarah Jones, Director of Planning, Sky Media.
The Autumn 2020 course is now open at tvmasters.thinkbox.tv until 7th December 2020.
